CONVERSE IS ONE OF NIKE’S FLAGSHIP BRANDS. THEY NEEDED A SPECIAL CUSTOM IDENTITY FOR THEIR CUSTOM SHOE PROGRAM. WHEN YOU MAKE YOUR OWN CUSTOM CONVERSE SHOE, YOU’RE MAKING A ‘CONVERSE YOU’ PRODUCT. IT’S YOUR DESIGN, AND YOU GET TO DO WHATEVER YOU WANT. SO, WHILE A LOGO IS OFTEN SUPPOSED TO BE SIMPLE, WE WANTED TO MAKE SOMETHING MORE EXPRESSIVE AND DIVERSE LIKE YOU. THE LOGO, THE SHAPES WITHIN THE LOGO, AND THE REST OF THE IDENTITY ARE DEFINED BY CONVERSE’S RICH HISTORY OF ICONS.

WE CREATED DESIGN ELEMENTS THAT PULLED FROM CONVERSE’S DEEP ICONIC HISTORY. WE LOOKED AT ADS, IMAGERY AND, ICONIC LETTERS FROM THE ARCHIVES THAT WE COULDN’T IGNORE. WE PULLED LETTERS OUT, CREATED NEW LETTERS, AND MORPHED THEM INTO SOMETHING NEW. A NEW YOU (IF YOU WILL).

Our mark was built on legacy.