A rebranding proposal for Dr. Martens, aiming to balance its strong heritage with contemporary visual language. The logo is simplified to align with current design trends, while retaining key elements that reflect the brand’s history and cultural significance The approach focuses on clarity, adaptability, and long-term usability across evolving contexts. The form language draws inspiration from the iconic sole structure, translating its functional and recognisable features into graphic elements. This creates a direct connection between the identity and the product itself, reinforcing its distinctiveness within a competitive market. At the same time, the typography introduces a subtle sense of rebellion and tension — referencing the brand’s association with subcultures and countercultural movements. The identity seeks a balance between durability and disruption, positioning the brand as both established and continuously evolving.