The challenge in designing the brand relaunch of the Deichmann shoe company was to communicate the quality standards and fashion expertise of this multinational enterprise through a new and comprehensive corporate design concept without confusing its existing customer base. The scrupulous redesign of the trademark and the development of a corporate typeface form the basis for a clear and modern design principle. The large, transparent logo thus becomes an integral structural design component: an elegantly curved recess at the bottom of the letter “D” features in all media involved in this new brand presence. The familiar colour coding of the brand was maintained in order to ensure brand recognition within the target group.
Deichmann SE, Essen head of international marketing Christian Hackel head of marketing Andreas Conze
KW43 BRANDDESIGN, Düsseldorf
Prof. Rüdiger Goetz, Jürgen Adolph
Meike Hartmann, Marcus Dorau, Marc Schäde, Tobias Wienholt