I chose to rebrand Dr. Martens as their current branding was outdated and didn't appeal to their main demographic. I chose to keep their iconographic black and yellow colours throughout my rebrand as not to stray too far away from their current brand; however I chose to use a bold sans-serif typeface instead of their existing font. The current Dr. Martens logo features the ridges on the soles and I also chose to include a part of the shoes in my branding by using the stitching in my logo and on my letterheads. By adding a tag line beneath the logo it reinforces the key values of the brand such as individuality and equality.