This Summer, I worked for Sperry Top-Sider as a retail marketing intern. I worked a lot with their design team because our cubicles were right next to each other, and they were going through a big logo transformation. I didn’t really understand the big deal- but after a couple of GRA217 classes and getting familiar with gestalt principles, all of the work the design team put into their finished product really makes sense.I’ve come to love the logo(s) they’ve come up with for their different shoes, especially the classic Sperry Top-Sider Brand Logo that is fixated on every box, shoe and promotional item. I love that the text leads the eye to a to a little sail boat, and the positioning, color and foreground/ground really sends the viewer a message.
The logo is almost always a dark navy and white, which is very appropriate for the nautical boat shoe brand. The colors, do not however, overcomplicate the image and confuse the viewer. The positioning of both the letters and sailboat work in the logo’s favor. The letters draw the viewers eye left to right, so that the viewer is automatically made to look at the sailboat. Also, the positioning also allows the viewer to know what the sailboat is as opposed to a jumble of shapes. The foreground and background also work to allow the viewer to know that the sailboat is there, and that the shapes are not just a jumble of shapes.