Brasher Embrashes New Logo

The irony of the Brasher Boot Company is, that despite a somewhat fusty, traditional, red-socked image, it's always been one of the more innovative brands in the UK market.

The original idea of taking the slip-lasted running construction and EVA cushioning from running shoes and applying them to the walking boot market produced one of the most comfortable lowland walking boots ever.

More recently, boots like the innovative SupaLight, which we always manage to spell wrongly - in fact it's Supalite - moved the lightweight leather boot goalposts somewhere into the terraces and the Traklite shoes work very well.

Now with founder Chris Brasher gone and a new range of more contemporary-looking products in the wings, the company is about to overhaul its image to reflect a more modern feel.

The result is the new logo above, light years away from the old one, which featured Chris Brasher's signature in an oval frame. The word is pretty much self-explanatory, the image at the end is actually a stylised representation of a pebble.

On top of that, the big mouthfull of words that was 'The Brasher Boot Company' is being consigned to the dustbin and replaced with the single word, 'SuperHardRock'. Just joking, the company will simply be known as 'Brasher'.

It's a bold move and one that'll take time to work we reckon, but ultimately a step in the right direction and one that may expand the cross section of people who'll consider using what's actually a very good product. We'll have details of Brasher's new range direct from the Harrogate trade show in just a couple of weeks, so watch this space.