Deichmann SE, the Essen-based family-owned shoe retailer founded in 1913, uses a square-format logo built around a white capital “D” on a green field. The mark is registered with the wordmark “DEICHMANN” appearing in green beside or below the square, with the green specified as Pantone 7725 C.[1]
Design and History
The previous Deichmann logo, introduced in 1993, featured a blue shoe and a blue angled element that gave the mark a relief-like appearance.[2] In February 2011, Deichmann introduced a new logo internationally as part of a comprehensive brand relaunch.[3] The blue shoe and blue frame were removed, leaving a green-and-white-only palette.[4] The redesign was handled by the Düsseldorf agency KW43 Branddesign, a Grey subsidiary.[5]
Market research had shown that consumers primarily remembered the large “D” and the color green, rather than the blue shoe.[5] According to a company statement, the goal was to emphasize a modern, fashion-oriented and lifestyle-focused image without giving up brand recognition.[3] The rollout to all German stores was planned to be completed by the end of 2011.[2]
The 2011 redesign received a Red Dot Design Award.[6] The award citation notes that the challenge was to communicate quality standards and fashion expertise through a new corporate design concept without confusing the existing customer base.[6]
Meaning and Symbolism
The core of the 2011 brand presence is the familiar white “D” on a green background, which was refined rather than replaced.[3] The Red Dot citation describes an “elegantly curved recess at the bottom of the letter D” that appears across all media in the new brand presence.[6] The familiar color coding of the brand was maintained to ensure recognition within the target group.[6]
Typography and Design
KW43 Branddesign redesigned the Deichmann logotype as part of the 2011 relaunch.[7] The Cape Arcona Type Foundry (Stefan Claudius and Thomas Schostok) was then commissioned to develop a custom corporate typeface based on the new logo.[8] The goal was a typeface with more clarity, simplicity and elegance than the existing corporate font, with special attention paid to the numerals because price labeling is a central part of Deichmann’s in-store communication.[8]
In 2020, preparations began for a new redesign, with Cape Arcona involved from the start. The goal was to make the typeface friendlier and more contemporary; arcs and inlets were reworked, dots were rounded, and some characteristic letters were significantly changed.[7]
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