Have you ever looked at a famous logo and thought that you could have done a better job? Of course you have! With so many brands opting for redesigning
NOT sponsored When I was younger, New Balance shoes were always a little plain. I always saw them as typical 90s Dad shoes, worn by men on American TV who tucked their t-shirts into their blue jeans. Fast forward 30 years and I find myself scrolling through the New Balance online store in search of the right balance of arch support and utility, without looking like I’m trying too hard. Has it become a bit of a cult? (In a good way! Not the “here, drink this, we’re all going to space” kind of cult). Instagram accounts like NBDrops show off the latest designs, retro throwbacks, and collector pieces to a highly engaged audience. I wasn’t even searching for it, but thanks to Instagram’s ‘if you like that, you’ll love this’ algorithm, I was served some posts that lead me down a New Balance rabbit hole. The official New Balance Instagram account, which mostly focuses on their athletic wear occasionally pays homage to the people arguable who made the brand a mainstay of Americana, the Dads. But how does a shoe go from being synonymous with men of a certain responsibility to an iconic fashion staple? The answer is, as always in successful brand management – know your audience. The New Balance brand has maintained comfort over everything. While some people will choose style over function, Dads know what they want, and it isn’t fancy. We want to wear comfortable shoes that will get the job done. They have to be acceptable in most situations (to avoid the need for getting changed), look good with even our ‘going-out jeans’, and cushioned enough to relieve our achy knees when chasing our kids around the park. While they all look different, they are similar enough that someone else can be asked to pick up a new pair of New Balance, armed only with our shoe size, and we’ll be happy with the result. There aren’t many bells and whistles, because Dads don’t want that. The price point has to make sense as well. If the shoes we want to wear are so expensive we have to avoid getting grass stains on them from mowing the lawn, they just aren’t going to work for us. It’s easy to find them priced between $70 – $150, and that’s about as much as a shoe should cost without warranting a “back in my day…” anecdote. So, what do you think about New Balance shoes? Are you a Dad and swear by them? Or are you a Crocs + socks kinda guy?
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Sage green is having a major moment in design, and for good reason! This calming, nature-inspired hue adds a touch of sophistication to any kitchen. Whether you prefer a light and airy look or a
Design – Armin Hofmann
There’s something about the work of This January – whether it is their 50-something seconds film for The International Spy Museum, which follows a dad living the spy life of his dreams, or their potent, typography-forward identity for Khalifa Kush – the ad agency’s work is always packed with personality. Based in the heart of Washington, DC, the team works across brands and industries with equal ease, even taking on the seemingly daunting task of rebranding themselves, and meeting their own brief with a sense of humour. Hot off the heels of the rebrand, we speak to Creative Directors Maggie Winters and Zach Goodwin, as they tell us about founding the agency during the pandemic, their evolution since, and how their refreshed look came to be anchored by a glyph of a rising sun, which has now lovingly been nicknamed the ‘The Sunbutt’ by their team.
