Red Wing Hero

Red Wing Shoes

Red Wing Shoes’ identity is a logo seen around the world. What is now Red Wing Shoe Company began with modest means and grew to become an international brand of handmade work boots and fashionable footwear. The classic work boots brand has widely become a fashion boot as well, now stocked by J. Crew.

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The Process

The Capsule process of visualizing and creating change was driven by both client and design teams with an ability to flex during the design process. It began with an exhaustive exploration of possibilities that helped the group visualize change. Studies were conducted to observe the shapes of various wings. The original swan wing was the model.

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“Capsule’s approach to design gave our team the tools to make decisions quickly. The result was that we were able to get these changes to market fast and realize the results in sales.” — Peter Engel, Director of Marketing, Red Wing Shoes

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The new logo was implemented on everything from signage and advertising to shoes and other clothing accessories. The result was a logo design that offers a multitude of options within a logo toolkit and a design that retained the original brand equity.

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Type studies were also conducted to ensure that the style remained similar enough to the original. The new design improved readability and other details, such as consistent thick and thins. A toolkit was also designed to provide a variety of options for use in specific contexts.

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