Week 2

This week, I designed a new logo for my brand extension which is a Jacket collection within Dr Martens. I considered using the logo below (their original logo):

But, as you can see, this logo gives off the image of their boot, as well as having "With bouncing soles" which promotes their footwear more than anything. Therefore, I decided I wanted a completely knew logo, with similar font to the original logo, but instead of focusing on the shoes, focusing on the brand in general.
First off, I had the right font i got from myfonts.com under the name of "Ryno slab". Which was very similar to the Dr Martens font yet I felt it was more modern. After I found the font, I decided I wanted to reinforce that the brand is very British and proud of this. They have always took much pride in being the footwear of various, British subcultures throughout the past, such as Skinheads, punks, two tone and more. Over time they have developed a community through youth culture, so I felt that the whole idea of the brand being proud of its heritage, and all the leather used is "Made in England" I decided using the British flag somewhere in the logo was very important to me. At first, I considered filling some of the letters with a British flag, similar to what you can see below:

But, after different testing within photoshop, I found it was too much and did not suit the style I was going for, which is very simple but classic and cool, similar to most of Dr Martens designs since they started. As the boots were designed for comfort and practicalness in the factories. Therefore, I decided on cropping part of this vintage british flag:

I cropped the picture, where you could particularly see that it was the british flag as an underline for the logo. My final logo looked like this:

I think this logo is perfectly suited to Dr. Martens and my jacket collection, as I feel it is more modern but still, the public will be able to identify the iconic text Dr Martens usually use, as well as embracing the fact that it is a British brand. 

I also decided that the jackets in my collection will be focused around cowhide leather (the leather used to make Dr Martens) and also Vegan leather. As Dr Martens have recently launched vegan leather shoes, which have been popular, as it is accommodating other customers that may have different beliefs. Leather jackets were a huge part of youth culture, as well as being a constant garment that bands have worn, whilst wearing Dr Martens, they often come as a pair. I believe that Dr martens USP is their good, quality leather used for their shoes, so having leather jackets that are as good of quality as the shoes should attract many customers.