DC Shoes is a renowned brand of skateboarding and snowboarding shoes. It was created by the American company Droors Clothing in 1993, but then it ceased to exist, and the Quiksilver Corporation bought the successful trademark. This happened in the spring of 2004. Under the Dc Shoes label, a wide range of products is produced, including clothing, accessories, snowboards, bags, and much more.
Meaning and History
The new brand owner came up with a unique marketing strategy. One of the mandatory points was the modernization of the logo, which was carried out in 2011. Alan Green himself, the founder of Quiksilver, took part in the development of the visual identity. He is personally involved in the creation of emblems for his TM.
The trademark consists of two parts. The first is the “DC” monogram. Inside it is a seven-pointed star. This is one of the trademarks of DC Shoes. It is applied to different sides of the shoe using embossing. The second component of the logo is the inscription “DCSHOECOUSA.” It contains useful information about the manufacturer:
- DC – brand name;
- SHOE – main products;
- ECO – certificate of environmental friendliness;
- USA – a country of manufacture.
As Alan Green confessed, this original idea was inspired by a print by Japanese illustrator Katsushika Hokusai.
The “DC” lettering used in the logo was originally an abbreviation for the Droors Clothing company name. But now, this company does not exist, and the brand belongs to the Quiksilver Corporation. In connection with such large-scale changes, the leaders announced that the names of the first athletes who became the face of the company were encrypted in DC: Danny and Colin.
The monogram looks extremely unusual. The letters intersect in the middle, like the two Cs on the famous French fashion house Chanel logo. The obvious visual connection seems to be no coincidence. Perhaps the owners of DC Shoes decided to emphasize the brand’s high status, its success, and elitism.
On the right side of the emblem is a black star with seven rays. It shows that the company cooperates with famous athletes and celebrities from the world of show business.
Due to the unusual font, the intertwined “D” and “C” are very similar. Both symbols are semicircular, open-ended, with the same curves and right angles. It seems as if it is the same letter: the original and its mirrored copy. But the symmetry is not perfect because the vertical line gap at “D” is not wide enough. This is done on purpose so that it can be distinguished from “C.”
Font and Colors of the Emblem
The font of the lettering below the graphic is reminiscent of Nimbus Sans Black. This is a grotesque developed by URW Type Foundry GmbH based on the Helvetica typeface. The letters are on the same line and are not divided into words. Only “DC” and “USA” are highlighted in bold to focus the target audience’s attention on the brand name and country of origin.
The color palette of the logo is as simple as possible. It is formed by the traditional combination of black and white. This is a versatile option that occurs in most cases. But there are also colorful versions of the trademark. They are used on various types of branded products and adapt to changing background shades.