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Timberland: Evolving a heritage brand for future growth
Designer: Bill Darling
Design Type: Brand Identity, logos
Company / Organization / School: Lippincott
Team Members: Bill Darling, Aline Kim, Emiko Osaka, Katie Spohn & Nicole Williams
As Timberland grew into a global powerhouse, its brand expression was dated across geographies and, thus, lacked the ability to truly own its place in the market. This sparked an internal exercise of defining Timberland’s visual identity and how it wanted to evolve. And, along with this repositioning, the brand was planning several external moves that would set the tone for its future, including a new global campaign and the opening of two flagship stores. We partnered with Timberland to create a new visual and verbal expression that doubles down on the brand’s commitment to protecting nature while tapping into the energy of fashion, attracting a younger, more street-savvy customer and driving consistency across markets. First, we drove consistency across brand touchpoints with the iconic Tree symbol and orange hue. We created the Tree Path, a flexible visual device that highlights both iconic elements and drives brand recognition. The custom typography new, fashion-driven photography style pay homage to Timberland’s nature-centric heritage. Together, these elements are the glue connecting the brand’s visual system, and drive home Timberland’s mission.