“The logo is for the Serbian sho-manufacturer Boreli. I won the competition for the logo in 2000. It has been in use ever since, but the client was not ready to collaborate on the application. Instead, the director gave his son (“who knows Photoshop”) to apply the logo and he successfully butchered my work into unrecognizability.
Besides the obvious (the “B” that resembles a shoe), the logo was intended to update the brand’s image while maintaining certain continuity with its precursors. The thick blue lettering referred to the logo of Borovo (http://www.borovo.hr/), from which Boreli splintered after the collapse of Yugoslavia; Borovo, in turn, succeeded the famous Bata company (http://www.bata.com/) after the communist regime nationalized the local Bata factories in 1945.”
Credits: Vladimir Kulic