Start-rite have had a rebrand to be radically modernised as it was felt that their original feel of adventure from the 1930s had been somewhat diluted over the years.
The Start-rite twins have been redrawn to look like children rather than dolls, and have been freed up from within the logo lock-up. This allows them to be used elsewhere across the branding.
Typographic walking twins are captured within the logo with a bespoke “Typefeet” font where the serifs on the 'R's become small feet, whilst Bliss has been used as a secondary font.
The type is now also in Upper Case and is set in black and white, sometimes with a sky-blue highlight colour.
WHAT IS REBRANDING? Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.
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