Although M&S is not specifically a shoe shop, they carry the same clientele as Clarks. Their simple logo is recognisable and adaptable in any environment/size. This is mainly because they have used a thin sans serif font with a two colour scheme palette.
Start-rite
I wanted to look at Startrite as it is a leading children's shoe makers. This means that it is in direct competition with Clarks children's range. They have used a serif font all in lower case to represent the eighteenth generation family business (tradition, retro style) but also keeping it appropriate for their young target audience.
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