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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!

Brand Strategy, Branding, graphic design, typography

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