For this assignment, students need to identify an entity that either has no identity mark or has an unremarkable one in need of total replacement. There is an opportunity not to simply represent the entity, but to author a new/enhanced/subversive direction for it by way of the concept, form, content, and context of the mark each student develops.
Established in 1907, Harry's Shoe Repair is a three-generation shoe repair shop located in River North, a bustling neighborhood in the heart of Chicago. The inspiration for this logo design came from my observations of the heel repair process, in-depth interviews with the owner, studies of shoe constructions, and the architectural scene in the Chicago River North neighborhood skyline.
The logo is an upside down heel, which reflects the shop's routine practice of fixing the tip of the heel by flipping the shoe upside down. The triangular form of the logo is intended to convey a stable, reliable professional persona to potential clients. The logo draws connections between the upside down heels and the architectural buildings in the Chicago River North neighborhood, in particular, the John Hancock Center.