Clarks Plus* branding by Apropos

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’..

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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