Red Wing Shoes
Strategy • Mark Update & Collection
Product Marking • Brand Guidelines
As the popularity of Red Wing Shoes as a fashion brand began to grow from Europe and Asia back to the United States, so did the type of footwear the brand was seeking to add to its offering. Very quickly, Red Wing Shoes found themselves with a company logo that was not flexible enough to work on the many types of products they were creating. They knew it was time for a change, but needed guidance on just what that change would be.
Dan Baggenstoss led the thinking and hand crafted the evolution of the Red Wing Shoes logo. This update, however, needed to be much more than just polishing up the legacy of the brand. It needed to preserve the heritage of the brand which was cherished overseas while offering the product designers a flexible toolkit of marks for use when integrating the brand into the physical product. The final collection of marks included a newly crafted wing logo as the centerpiece of the brand. It was complimented with the addition of a mini wing for very small implementation, a new wordmark for increased legibility, a monogram, and many other various layouts and arrangements of the new elements. To boost the success of the new toolkit of marks, a complete assessment of all products lead to the creation of a guide to integrating the mark across all categories of products.
Dan Baggenstoss designed the Red Wing Shoes mark update, collection of marks and brand guidelines while employed at Capsule
