Founded in Steamboat Springs, Colorado in 1994, Smartwool has been keeping outdoor enthusiasts comfortable in apparel crafted with their key material, Merino wool, for decades. Although Smartwool’s original wordmark and its friend, “the little guy,” were charming, they presented legibility and production issues. We worked with Smartwool to redesign their logo, retaining its friendly nature while making it functional, clean, outdoor, contemporary, and timeless. We collaborated with the product team to develop a design system that would work across the entire product line.