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Crocs Identity

Founded in 2002 and with an annual revenue of over $1 billion dollars, Crocs has become one of the largest footwear companies in the world. Historically perceived as an 'ugly' shoe, in recent years they have reinvented their image as the footwear of choice for the street savvy and fashion vanguard. Although their customer demographics have broadened, they continue to maintain their core appeal as a supremely comfortable shoe.

This rebrand concept was inspired by the iconic Croc silhouette as a basis for their crocodile mascot. By streamlining and unifying both into one simple mark the new logo allows for more versatility at scale whilst continuing to embody the friendly spirit of the brand for a new generation.

Read an interview about this project here.

Our Role Creative Direction, Identity Design


© Stephen Kelleher 2021