Elmwood Cobbler Branding Design Development

 Logo Development

 After making the decision to go down the religious route I had to create a logo which kept the theme consistent. The obvious but best route to go down was with the cross as this is recognized world wide and allows room for play. I started by playing about with shoe soles to create the logo but was not liking the results as it looked sloppy and not very recognizable.

Tool Research

Anvil Development

After researching into cobblers tools I realised this would be a good route as soom of the tools lent themselves perfectly to the cross. I experimented with different objects until I found a few which stood out to me. This logo has been made up of shoe anvils to create the cross. I liked the form of the logo however I till didn't think it was an obvious enough link.

I created a few different logos using the anvil but then decided to try something different. Although it did have a strong identity I thought it was too far from the cross to work with the theme and also not recognizable as a cobblers as much as I would like.

Last Tool & Hammer

 I then went on to experimenting with the last which I thought was a more recognizable tool. I also incorporated a cobblers hammer in there too but this spoilt the shape of the cross too much and made it look uneven and lopsided letting the identity down.

I eventually came up with this logo which I think works the best. It is simple bold and eye catching with a strong reference to both the cross and the cobblers. The spacing between the stem and the head of the last emphasizes the cross whilst also making it clear it is made up of tools.

 

Name Development

 

To stick with the theme I had to come up with a name which suited. I researched into the history of cobblers a bit to see if there was any reference in the bible to any and found that there was a patron saint of cobblers called St. Crispin, however I thought this might be taking a bit too far, and also the reference is not that strong for most people as his a saint not many people had heard of. After this I came up with several Puns relating to cobblers.

 Type Choice

 

 

After settling on the Holey Soles I went about finding a type face to work with which looked quite bible like, I also needed something that was bold enough to stand out and grab the customers attention. I ended up using Bernard MT Condensed for the shop name which looked very bold and traditional. Because I am going to incorporate tag lines throughout the branding I needed another type face for the copy and chose Day Roman which is a biblical font.

 

Business Card Development

 I experimented with various different business card layouts in both portrait and landscape to see which worked best. I also incorporated humorous religious/cobbler puns to make the brand more memorable and also to stick with Elmwood's humorous style.

I went with a black and white colour scheme to keep the branding traditional like the profession.

Tag Lines

- We will heel for you
- We will dye for you
- Bad shoes are blasphemous
- We will save your shoes from sin
- We will save your tongue from evil
- We will save your sole
- We work miracles with shoes

Other Products

 

 Another Idea I had would be to have custom soles on all the shoes with the logo on the bottom. This way when people 'walk on water' (puddles) they will leave their mark like Jesus.

'The good book of prices' would be the shops bible which basically has all the prices and information about the cobblers and what it has to offer.