ELMWOOD BRAND THE BORING - Concept Boards

After taking board feedback from the crits we had with Steph I made some changes. Instead of sticking with the black and white colour scheme I decided to incorporate gold leaf into the products. This way it relates more so to traditional bibles, and also gives the brand a sense of luxury. I have also added some extra products and considered the placement of the shop in an attempt to push the concept to its limits.

Elmwood Brand the Boring- Initial Ideas

 

One of the first things I started doing was trying to see if there was any word play I could work with using cobbler terminology and found there was quite a few religious references. This ended up being the basis for my branding. I listed words and phrases and whittled down the ones I could work with. 

Once I had decided on my concept I began to come up with various names, I researched into cobbling and also religion to see if there was any references. I found a patron saint of cobblers called st Crispin but decided I was probably taking it too far and also people might not get the reference. Instead I came up with more obvious names linking the 2 themes together.

The next stage was coming up with the logo, I researched into various cobbling tools and items linked with the profession and experimented with different elements to try and produce a logo which links the 2 themes together. I decided I would have to go with the cross but it was linking it to cobbling which was the problem.

I came up with a couple of ideas for how I could push the brand and apply it to various products. I wanted to try and exceed the standard branding application and try and push it too its limits I came up with indents of the logo on the bottom of the soles, like christening them and also a branded shoe horn. these were just the initial stages of the design process.

Elmwood Brief - Cobbler Branding 1st Concept & Development Boards

When Elmwood came to visit, they set the class a brief to brand the boring, we were all given different jobs and we had to come up with the name, visual identity, tone of voice and the application of the branding. I was given the proffesion of the cobbler which I thought wasn't that bad in comparison to some of the other professions. 

I started thinking about how I could approach the brief and instantly started thinking about some of the terminology associated with cobblers. The first thing that came to mind was, Heels and soles which had some very religious connotations, with this in mind I decided to go down that avenue. Creating a lighthearted and humorous concept which could run across the branding. Because the concept is quite controversial it will definitely attract attention which is good. I created quite allot of puns to suit the branding and create a consistent tone of voice which can be applied across many products.

I think I have created a solid brand which is humorous and eye catching and will definitely attract a modern day audience. The visual Identity is still quite traditional, keeping with a black and white colour scheme which emphasizes the craftsmanship behind the trade and also as this is probably what the signage would of been like back in the day...black and white.

Crit Feedback

I was really happy with the crit feedback with the designer from Elmwood, she was happy with my concept and designs and was reassuring about my work which was great. The crit helped to narrow down my design style and helped me to narrow down formats and refine design ideas.

• We decided that I needed to decided on another typeface as I used Bernard Mt Condensed for everything, however it will work allot better with 2 typefaces and just use Bernard for the actual logo. I will have to choose a typeface which works well with the logo and compliments the design.
• The business cards work better in a portrait format, and I should use the logo on the front of the business card and not the tag lines as the logo has a strong visual identity and works well to grab the customers attention. The portrait format is also a closer reference to prayer books than landscape.
• Tag line : Christen your soles, - when customers leave with their shoes, also putting the cross on the bottom christens them.
• Holey Trinity Offer - 3 Products/3 services  - re sole, re lace, polish
• Close up shop on the sabbath
• Stained glass Windows with the logo with light shining through
• Projections of the cross onto the outside.
• Foot prints walking into the store - pressure washed logo soles.

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.

Elmwood Cobbler Research

In order to get an idea of how other cobblers are branding themselves I researched into existing ones and found that the brands are pretty dull and boring hence the brief title. This has helped to give me an understanding of where they are going wrong but has also educated me on the products and services these companies have to offer.

Garforth Cobblers

This logo references one of the key tools used in the practice. The typeface used is quite traditional.

 Craggs Cobblers

Craggs was probably one of the most current cobblers I found. The branding is quite modern and smart in comparison to all the other brands I have come across.

 

Timpson Cobblers

Timpsons identity is pretty terrible in my opinion it is plain dull and boring and looks more like a pound store.

The Profession of a Cobbler

This is truly one of the dying trades. A cobbler is, in a time quickly slipping past, a person whose work is to repair and mend damaged shoes. In this day and age, industries are now making thousands of shoes each day, pushing the strenuous craft of making one shoe at a time by hand, out of the door.

Last of a Dying Breed

For a long time, this was a thriving venture which would see the streets of every major city or town, lined up with cobbler shops alongside family ran bakeries and kiosks. Now, shoes are getting disposable with every waking day, as many people do not bother patching up even the tiniest dents that may show up on their shoes. This might be because shoes are getting cheaper, or the fact that cobblers closed shop when shoes got cheaper.

Survival

Shoe menders, typically called cobblers, who are still in operation will be spotted running extra services such as key cutting, dry cleaning and watch repairs, to supplement the dwindling income from repairing shoes. The younger generation is not keen on starting this trade, which means that should you happen to come across a cobbler, they are likely to be persons over the age of sixty.

What the Trade is About

The trade involves among others the replacement of soles and heels, dyeing of leather and suede, fixing broken or missing zippers, straps, etc. You might not see the need for having an economical shoe repaired, but the same cannot be said of high end designer footwear. A shoe costing hundreds or even thousands of dollars is not to be just thrown away because of an amendable flaw. That is a reason enough to seek the cobbler for their services.

The Changing Times

Some years ago, it would not cross anyone’s mind to fix a shoe because it had a flaw. In fact, people would rush the shoe to the cobbler the moment it got a dent, as if it were a sick kid to an emergency room. Then, a good shoe was hard to come by, and care was needed to maintain it by any means.

That is not everything there is to this profession. You can now have your shoes mended online. Yes, you read that right. It is not a typo. There are some very innovative people who take your order for shoe repairs online, and receive them by mail to start working on them. This is a new line of operation, which is yet to undergo the test of time.

How to Become a Cobbler

The trade is not taught in schools, so you do not need any academic qualifications to learn it. You will still need to work under an expert’s supervision and instructions, if you want to learn it well. You can also aim to attain an NVQ/QFC certification, which is recognized as a symbol of high standards.

 

 http://www.nushoe.com/blog/2012/09/the-profession-of-a-cobbler/

Parts of a shoe

Terminology

The following is a list of terms used to describe parts of the shoe. Some terms refer to parts that all shoes have such as the sole, while other terms may only apply to certain types or style of shoe. Breast: The forward facing part of the heel, under the arch of the sole Counter: A stiff piece of material at the heel of a shoe positioned between the lining and upper that helps maintain the shape of the shoe. The counter helps strengthen the rear of the soe. Feather: The part of the shoe where the upper's edge meets the sole Heel: The heel is the part of the sole that raises the rear of the shoe in relation to the front. The heal seat is the top of the heal that touches the upper, this is typically shaped to match the form of the upper. The part of the the heel that comes in contact with the ground is known as the the top piece. Insole: A layer of material that sits inside the shoe that creates a layer between the sole and the wearer's foot. A la The insole adds comfort for the wearer, while hiding the join between the upper. Linings: Most shoes include a lining on the inside of the shoe, around the vamp and quarter. These linings improve comfort, and can help increase the lifespan of the shoe. Outsole: The exposed part of the sole that is contact with the ground. As with all parts of the shoe, outsoles are made from a variety of materials. The properties the outsole need are: grip, durability, and water resistance Puff: a reinforcing inside the upper which gives the toe its shape and support. Similar in function to a toe cap. Quarter: The rear and sides of the upper that covers the heel that are behind the vamp. The heel section of the quarter is often strengthened with a stiffener, which helps support the rear of the foot. Some shoe designs use a continuous piece of leather for the vamp and quarter. Seat: Where the heel of the fit sits in the shoe. It normally matches the shape of the heal for comfort and support. 'Shank: A piece of metal inserted between the sole and the insole lying against the arch of the foot. Sole: The entire part of the shoe that sites below the wearers foot. As opposed to the upper. The upper and sole make up the whole of the shoe. Throat: The front of the vamp next to the toe cap. For shoes were the vamp and quarter panels are one piece the throat is at the eye-stay. Toe cap: Shoes may have a toe cap in the front upper of the shoe. Toe caps can take various forms, but the distinct types are: complete replacements for the front upper of the shoe; stitched over toecaps that add an extra layer to the upper; solid toe caps for protection, such as steel toe caps. Stitch over toe caps may be decorative in nature. Toe caps help add strength to the upper front of the shoe, an area that receives a lot of stress and wear from use. Top Piece: The part of the heel that comes in contact with the ground. Made of a durable material that helps maintain friction with the ground. Topline: The top edge of the upper Upper: The entire part of the shoe that covers the foot. Vamp: The section of upper that covers the front of the foot as far as the back as the join ot the quarter. Waist: The arch and in-step of the foot. Welt: A strip of material that joins the upper to the sole. 

There are plenty of terms in cobblery which have religious connotations this could be something to play on:

Heel (Heel for you)

Sole (Save your Sole)

Tounge (save your tounge from evil_

Elmwood Brand the Boring - Brief

This brief entailed branding the boring, we were all given different jobs and we had to come up with the name, visual identity, tone of voice and the application of the branding. I was given the proffesion of the cobbler.