(Est. 1885) “Dunham’s — a New Balance company — story began in 1885 in Brattleboro, Vermont, with 2 brothers, George and Charles Dunham, selling handcrafted boots to outdoor pioneers looking to survive the rigors of New England. At Dunham, we believe 1 pair of boots can and should go anywhere. And we take great pride in offering extended sizes and widths so that even hard-to-fit feet can experience the right fit. Each pair is thoughtfully designed with built-in technologies and waterproof features to provide you with extra stability, support and cushioning.”
Beardwood&Co. (New York, NY)
Beardwood unearthed and refreshed a previous logo, in order to build upon the company’s 131-year heritage as a Vermont boot maker. The new logo design, branding, photography, in-store materials, website and a bold new tagline “Dunham gets it done” help reinvigorate its existing brand equity and reposition it to appeal to its largely male target audience.
The old logo was very weird, with a manhole cover aesthetic that had the intriguing ambition but failed execution to put an "H" at the center as an anchor then repeat the name vertically and horizontally… filling the gaps with some weird "T"-shaped things did not help either. In the image for the before and after of the website there is a secondary logo that's even worse, pulling apart those "T"-shaped things with the horizontal version inside an oval. Just weird and poorly handled. The new logo is a revival of the logo before the manhole one that improves on it with a more condensed font (Interstate Black) and a better integration of a forest tree. The negative space of the tree is well balanced with the letter-spacing, creating a nice rhythm in the wordmark. The slab serif underneath is well handled and works as a sturdy complement. The applications feel disparate, not knowing what aesthetic to commit to fully: the shoebox wants to be minimalist, the brochure kind of Victorian, the illustration grungy, and the ads a little bit of everything. The overall effect, sure, is outdoorsy and rugged but that might be mostly due to the product photography. Overall, though, a definite improvement, especially noticeable in the before and after comparison of the website.