1. Chosen Company

Clarks have been shoemakers since 1825. It all began when James Clark began the opening chapter with the sheepskin slipper. Since then the company has remained a street brand, following the fashion styles that have come and gone throughout the years. This shows that although Clarks is a traditional shoe shop, they strive to meet current trends and fashions.

This is the companies current logo. The signature dark green is their trademark colour however the typeface is difficult to read due to the handwritten effect. It is only clear that it says 'Clarks' to people who known the brand. I would like to experiment with keeping the colour of the logo and changing to font and kerning of the type to make it a readable design. However as the logo will feature on a number of different media it will need to be recognisable and readable in a range of sizes.

From browsing their store and website I have gathered a range of research;

Audience
- The target audience for Clarks ranges from babies and children to middle aged men and women, as well as the older generations. Having such a varied audience means that the logo needs to be appropriate and appealing for all age groups.

Competitors/Audience competitors:
- Marks & Spencer
- Barrats
- Schuh
- Office
- Timpson

Deliverables:
- Shoe soul/inside shoe
- Shoe box
- Shopping bag
- Shop signage
- Website
- Receipt
- Staff uniform
(the design will have to be versatile due to the many medias the logo will be featured on)

Shop Floor: 
- I visited the local store in Leeds to get a feel of the atmosphere and care that are provided in the shop;
- The displays are minimal and separated into adult male/female and children categories
- The staff are friendly and attentive, providing assistance to customers who require help and allowing browsing customers to have their own space