Smartwool makes wool clothing based on various smart techniques that attract certain discerning costumers who love the outdoors. This year, the company has launched a new visual identity, designed by Solidarity of Unbridled Labour. While it was revealed at a trade show back in January, it doesn't appear t have been launched in full until June this year.
The old logo dated back to the 1990s when Smartwool was just starting out. It was designed by Duffy Design and is nice example of that era's ground-breaking identity design with its quirky down-to-earth feel. The new mark is designed to keep some of the friendliness of the original design, while making it more legible and contemporary.
Central to the new look is a coloured grid inspired by knitting and this includes the wool man from the old logo who has been transformed by the grid.
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. - Solidarity of Unbridled Labour