When Thinking Backwards is a Step in the Right Direction

fitflops-covering-beach-with-logo

What are they saying?

Imagine a vast landscape covered with your logo, visible at every step. Would be nice? Meet fitflop, the brand who had the chance to do just that, but decided not to.

fitflops-beach-branding

Turns out, they are saying nothing at all! What a pity, ’cause they could have had their logo plastered all over the sandy beaches of the world…

Their fashionable take on flip flops with a ‘special’ sole has been present on the UK high street for a while now and has become another summer shoe brand alongside Crocs .

On the bottom of their shoes emblazoned in large letters is their logo in a distinct type. It seems that nobody in the product design department saw the potential of the beach shoes spelling out the brand message on Britain’s sandy shores and overseas. Instead, they leave a rather uninspiring ‘golftit’ or just a jumble of what could be letters.

It seems such an apt carrier  for their brand message (beach, sand, sandals, big letter logo…) I can’t believe no-one jumped at this opportunity!

About Regine Wilber

Brand strategist and designer with a passion for all things surrounding brand creation, design and management - and social media..
This entry was posted in Advertising, Brand Strategy, Graphic Design, Typography and tagged , , , . Bookmark the permalink.

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