Brand Identity · Product Design · Identity Systems
The Double E — a letterform conceived as both logo and object — was designed as a system, its expression shifting across every silhouette and material context while remaining unmistakably itself. The mark's most iconic form, a hand-sketched loafer bit produced faithfully from the original concept, proliferated across footwear and into every category the brand expanded — handbags, apparel, belts, and beyond. It debuted in the Spring 2018 campaign featuring Carolyn Murphy — the brand's best-ever sales year — and has since become a permanent iconography and heritage signature anchoring the Sam Edelman identity worldwide.
Original Sketches of the Double E Logo Collection & Category Expansion
Spring 2018 Campaign - Featuring the Hero Double E Sandal, "The Bay"
Modeled by Carolyn Murphy : Photographed by Kelly Klein
Modeled by Carolyn Murphy : Photographed by Kelly Klein
