Brand Identity & Custom Typography
Description
Founded by a small group of industry iconoclasts in 1993, Mountain Hardwear gained credibility and praise from outdoor enthusiasts and athletes everywhere. Marrying an adventurous spirit and thoughtful craftsmanship of outdoor equipment, we anchored the brand personality in the tension between Wild and Wise.
Working closely with the Mountain Hardwear team, we revitalized the brand strategy and visual identity. This included evolving the logo and introducing a new brand palette, elevated art direction, a modular graphic system and custom typography. The ‘Hardwear’ type family is based on the iconic geometric elements of the brand’s long-standing nut symbol.
Every design element is meant to conceptually and visually reinforce the others, all powered by the idea of wild engineering.