VANS logo re-brand: Final Design

This is the final layout for the re-branding of "VANS". I tested some potential colour schemes for the logo as well as what the logo will look like when it is scaled back to fit on a business card or letterhead. Honestly, I've never seen the "VANS" logo in any other colour except for black and white, so developing potential colours for the logo proved to be interesting.

New "VANS" logo completed in Illustrator

Here's what our group hopes to be the final logo for the re-branding of "VANS". Turned out rather nicely. The design was inspired by patches that people sometimes sew onto clothes. It seems fitting for "VANS" as their brand emits a punk rock, rough and edgy kind of style. The logo still maintains the simplicity of the old logo and even elements of the old logo are still present such as the block type and the line extension from the "V".

Finalized Rough sketch: Vans re-branding

This is the logo our team ended up choosing for the re-branding of Vans. Next, bring it into Illustrator to clean it up and finalize it.

Client logo rebranding -vans

The Elements of Brand Foundation - “VANS”
Core Purpose:
Providing the youth community with stylish, comfortable and innovative
skate shoes, sneakers, slip ons, boots, skateboards, snowboards and clothes. Offering
cool gear for youths interested in BMX, skateboarding, snowboarding and surfing.

Vision:
We would like to become a top designer and distributor of surf, skate and
snowboard gear to the youth community as well as a primary sponsor for extreme
sports athletes involving skateboarding, surfing, snowboarding and BMX. Weʼll know
when weʼre there when we see our brand on skateboards, shirts, shoes, bikes and other
merchandise as well as having name being sported by famous extreme sports athletes
like Bucky Lasek or Geoff Rowley.

Mission:
We like to provide our customers with the best new attractive looks especially
the young people who purchase other advertised clothing like DC, Circa and many
others that will look great with VANS merchandise. Our goal is to make our customers
happy with the way they look with their new and stylish VANS gear.

Values:
VANS footwear, apparel and accessories are created to be comfortable,
durable and stylish - traits demanded by our customers. VANS-sponsored athletes, who
are some of the most talented and colorful personalities in Extreme Sports, endorse and
help design our products, providing a bond with our customers that is strengthened by
the credibility of our athletes and the authenticity of our brand.

Position:
VANS was formed in 1966, which was well before other similar companies
like Circa, DC, Etnies and Element. So VANS is where skate gear initially started.
Theyʼre also a major sponsor of a summer music tour known as the “VANS Warped
Tour” which has become a music phenomena since it first began in 1995. VANS also
releases a CD compilation called “Off the Wall”. The CD volumes feature various punk
rock and indie bands.

Positioning Statement:
We provide gear that is stylish, athletic and functional. We
cater to young kids all they way to extreme sports professional athletes.
Character: We are primarily a skateboard, snowboard and surf community who are laid
back, athletic and overall friendly young people. We enjoy being with friends, looking
cool and partying.