Smartwool Logo Design

Smartwool originally approached us to work with them on product branding and application and the project evolved into a complete logo redesign.

While we loved the concept of the original Smartwool wordmark—legibility and production issues required a complete redesign. We wanted to retain the friendly nature of the brand, and make a wordmark that was clean, contemporary and timeless. 

The final logo concept is deeply rooted in Smartwool’s brand, and heritage in the industry—they turned the shades-of-brown outdoor industry upside down with their joyous use of bright color. And the grid pattern is the knitting grid for socks—their entry into, and dominance within, the outdoor industry. At Solidarity, we affectionately refer to the new logo as Knit Wit.

The logo was unveiled to the industry at the Outdoor Retailer tradeshow in January 2016.