CR Blog

Clarks Plus* branding by Apropos

Graphic Design

Posted by Gavin Lucas, 31 January 2013, 16:53    Permalink    Comments (5)

Design studio Apropos has created a logo and graphic system for Clarks Plus* which will be used to highlight new technology developed by footwear manufacturer Clarks to increase comfort around the 'ball of the foot'..

"Plus* is a product technical feature that will appear across categories and collections, rather than a stand-alone range in itself," explains Apropos' Gareth Wild. "It will appear in premium women's, men's and sports designs as from now (Spring 2013) and will expand over subsequent seasons. There are plans for packaging, point-of-sale and advertising though that's being handled by Clarks internal design dept - who wilI interpret the branding system I've created."

The new Plus* logo exists in three different iterations, the difference between each being found in the asterisk to the right of the all lowercase logotype. Each of the different versions is used depending on the category of shoe, whether it's for women, for men, or a sport shoe. The asterisks also appear in pattern form too:

"Working directly with the marketing department at Clarks, we developed a logotype system with hi-lighter asterisk* iterations for each category, combined with a softened serif word mark," says Wild of the work. "It's a modular system primarily designed for product use with potential for packaging, POS and environmental graphics," he continues. "The different asterisk symbols combine to form a pattern that can be interpreted by product designers across a variety of styles - from high heels to leisure shoes, sandals, trainers and potentially children's designs."


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A Shoe in for an Award! The Campaign has sole! Nice work.
2013-01-31 17:24:21

what am i looking at?
2013-02-01 11:27:41

So the customer will look at the sole of their mens, womens or sport shoe, to find the asterisk so they can see whether they're holding a men's, women's or sport shoe, so they know what information (presumably about the differences between mens, womens and sports soles) they need to read?
2013-02-02 01:00:26

I'm not too sure about the sports sole design, I never like things to be stretched. Nice logo change with each category.
2013-02-02 20:03:21

Really not impressed. Looking at the sole, it seems tacked on, pointless. Seen alone, it just reminds me of Wallpaper* Magazine.
Pickle Design
2013-02-04 13:35:25

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