FOUNDERS PERSONALITY TYPES: 'THE ROCK' ARCHETYPE
Archetype Characteristics: Traditional, Reliable, Structured
Hopp Footwear founders, Serene and Eric, originally launched their footwear business importing a range of thongs in their local shopping centre. As their business grew and their product range expanded, they needed a new business name and brand to represent their move towards selling not just comfy thongs, but a range of comfortable footwear for active people. They also wanted to be clear that they weren’t a sporting goods brand or a performance shoe store… rather, they provide the casual shoes that active and sporting people wear when they’re not participating in their chosen activities. The name and brand had to fit into the local shopping centre atmosphere and had to compete with the other national and international leisure brands. The result was Hopp Footwear.
Hopp is the Icelandic word for ‘bounce’. In creating the Hopp Footwear logo, Serene and Eric wanted to appeal to people with an active lifestyle who also value excellence and quality.
As such the Hopp logo aims to create a balance between sophistication and fun. The black lettering and consistent counter space in the h, o and p create a sense of order, stability and sophistication while the raised O and iconic arrow with feet bring in the element of fun as well as representing the brand’s value of being active. The contrast of the teal against the black also illustrates this balance as teal represents balance and rejuvenation in colour psychology.