Collins designs Aldo's bolder, more upscale rebrand

Date
19 March 2018
Above

Collins: Aldo rebrand

Aldo, the affordable Canadian footwear giant, has launched a new visual identity which has been conceptualised and executed by Collins, a New York and San Francisco-based independent design company. The creative agency, which has previously worked with big names like Airbnb and Nike Jordan, sought to push Aldo away from “discount retail and into a more premium position and expression.”

The rebrand includes a refined, bolder version of Aldo’s renowned logotype, as well as revamped packaging, in-store signage and digital displays for web and mobile phone advertising. The updated identity is particularly notable in its application; the rebrand sees the bolder font used alongside a subdued, pastel colour palette across Aldo’s business cards and packaging. Equally striking is Aldo’s new collage-based aesthetic, which can be seen in the footwear chain’s advertising campaigns and in-store imagery. The in-house campaign, which was shot by the accomplished photographer Julia Noni, layers images of an outfit and reproduces it from different perspectives.

The rebrand follows Aldo’s first website redesign in ten years. This included a new, more effective payment system and even saw touch screens installed inside stores, which allowed customers to search for specific items by size and stock numbers.

Above

Collins: Aldo rebrand

Above

Collins: Aldo rebrand

Above

Collins: Aldo rebrand

Above

Collins: Aldo rebrand

Share Article

About the Author

Daphne Milner

Daphne has worked for us for a few years now as a freelance writer. She covers everything from photography and graphic design to the ways in which artists are using AI.

It's Nice That Newsletters

Fancy a bit of It's Nice That in your inbox? Sign up to our newsletters and we'll keep you in the loop with everything good going on in the creative world.