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New Logo and Identity for Aerosoles by YummyColours
 

before

after

Noted Oct. 21, 2019 by Armin

Industry / Retailers Tags /

About

(Est. 1987) “Since 1987, Aerosoles has developed high quality, comfortable and fashion-right shoes at affordable prices. Aerosoles shoes offer a vast assortment to suit every occasion. From office wear to weekend gear and everything in between. You get the greatest footwear styles designed with a modern approach to improve the way you live, work, and play. Aerosoles mission is simple and clear: To be the number one product-driven footwear company in the world. The perfect blend of fashion and comfort makes the Aerosoles shoe - whether casual, dress, boot, sandal, or tailored - unique. Aerosoles careful use of quality materials with a clear emphasis on innovative constructions generates footwear that appeals to both the trend conscious consumer and those looking for classic style. With an uncompromising consideration to quality and craftsmanship, Aerosoles shoes are trend-right, fashionable yet with genuine comfort. In everything we do, its all about the shoes.”

Design by

YummyColours (New York, NY)

Related links

YummyColours project page

Relevant quote
After embarking on a competitive analysis and identifying consumer segmentations, YummyColours created the action-forward tagline “Show Up.” The prompt reoriented the Aerosoles brand and company toward the consumer by responding to real-world customers and scenarios. The tag also extended to corporate relationships and product expectations. YummyColours implemented a new editorial direction around the “Show Up” concept, focusing on campaigns, user-generated content, and social media strategy.

In addition to overall brand strategy and editorial direction, YummyColours created Aerosoles’ new visual identity. Tone of voice, logotype, colorways, and more help to support “Show Up” as a contemporary call-to-action that engages with young and diverse audiences without alienating existing ones. The project ultimately modernized the Aerosoles brand with an inclusive and inspiring angle, focused on real people, real stories and real engagement.

YummyColours project page

Images (opinion after)
New Logo and Identity for Aerosoles by YummyColours
Samples of OLD identity.
New Logo and Identity for Aerosoles by YummyColours
Project timeline.
New Logo and Identity for Aerosoles by YummyColours
Logo.
New Logo and Identity for Aerosoles by YummyColours
Logo structure.
Logo animation.
New Logo and Identity for Aerosoles by YummyColours
Typography and pattern.
New Logo and Identity for Aerosoles by YummyColours
Patterns.
New Logo and Identity for Aerosoles by YummyColours
Business cards.
New Logo and Identity for Aerosoles by YummyColours
New Logo and Identity for Aerosoles by YummyColours
New Logo and Identity for Aerosoles by YummyColours
Packaging.
New Logo and Identity for Aerosoles by YummyColours
Packaging and tote.
New Logo and Identity for Aerosoles by YummyColours
Store interior.
Opinion

The old logo wasn’t necessarily great but it at least had a somewhat specific aesthetic with its extra light sans serif and open “A”. The colorful bar underneath was gratuitous and segmented at odd points but, eh, it was fine. The new logo looks like every other new logo in “elegant” sans serif, which is to say that it looks fine but is completely forgettable and indiscernible from the hordes of logos like it. The identity around the logo is a little more interesting, mostly thanks to the patterns which are quite nice and in a charming color palette that also works well in the packaging in flat colors. The “Show Up” tagline in serif is fine but feels like it’s part of the identity for something else — throw in the patterns and it’s almost like you have three separate things, all nice on their own, that never quite come together. Overall, though, there is an increased sense of sophistication, which the old logo and identity were definitely lacking.

Your opinion…

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Logo Before & After
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