G.H.BASS is an iconic American footwear brand that has been worn and influenced pop culture for generations. Facing a set of branding challenges, G.H. BASS tasked Dothings NYC with repositioning the brand, which resulted in edition.studio designing a custom logotype. We delved into BASS’s archives to anchor the brand in its history while also bringing a distinct, modern edge to the identity.
| Credits | Design Direction: Dothings / Lettering: Victoire Coyon and Adrien Menard / Strategy: JOJA NYC / Art Direction: Alice Bucaille / Photography: Ryan Plett
![](/_next/image?url=https%3A%2F%2Fedition.privat.systems%2Fmedia%2Fpages%2Fservices%2Fg-h-bass%2Fb9f457cc6d-1676496138%2Fedition-studio-victoire-coyon-adrien-menard-ghbass-5.jpeg&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fedition.privat.systems%2Fmedia%2Fpages%2Fservices%2Fg-h-bass%2Ff33249ffd6-1676496100%2Fedition-studio-victoire-coyon-adrien-menard-ghbass-3-1.jpeg&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fedition.privat.systems%2Fmedia%2Fpages%2Fservices%2Fg-h-bass%2F8925d6fb6b-1680647303%2Fedition-studio-victoire-coyon-adrien-menard-ghbass-12.jpg&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fedition.privat.systems%2Fmedia%2Fpages%2Fservices%2Fg-h-bass%2F220eb3ddab-1676496082%2Fedition-studio-victoire-coyon-adrien-menard-ghbass-2.jpeg&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fedition.privat.systems%2Fmedia%2Fpages%2Fservices%2Fg-h-bass%2Fe7b1a7092e-1676496199%2Fedition-studio-victoire-coyon-adrien-menard-ghbass-7.jpeg&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fedition.privat.systems%2Fmedia%2Fpages%2Fservices%2Fg-h-bass%2F0a2ba4a912-1676496153%2Fedition-studio-victoire-coyon-adrien-menard-ghbass-6.jpg&w=3840&q=75)