Visual identity for Dr. Martens

The project’s DIY aesthetic references how the boots over the decades always symbolised self-expression no matter the group that championed them from punks, hippies, goths or skinheads. Conceptually the visual identity is also influenced by brutalism, which undoubtably is a symbol of working-class English history just like the 1460s, thus the rough surfaces, gritty textures and blocky shapes. The colour palette is composed of the classic yellow that has been welded to the brand since R. Briggs introduced the yellow stitching to the boots. The cherry-red colour is an instrumental part of the visual identity, since the first ever docs introduced to the UK market were cherry-red. Ultimately, the visual identity aims to convey power in individuality, loud expression and working-class life, which are all words synonymous with the 1460 Doc Martens.