After many rounds of agency logo redesign concepts, the CEO of Shoes For Crews contacted me for a logo update, rather than redesign.
The arc-style and the type on this logo were well past their prime and in need of a refresh.
Small changes yield big results. A bolder arc, blockier font and symmetrical stroke maintain the familiar branding while modernizing the logo mark.
A simplified “knock-out” version was used for Black and white order forms and for embossing/debossing on the footwear.