Opinions on corporate and brand identity work.

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New Logo for Huckberry by Studio Workhorse



Noted Jun. 8, 2018 by Armin

Industry / Retailers Tags /


(Est. 2011) “Huckberry is an independent online retailer and magazine for those who love adventure. We’re a team of 80ish based in San Francisco, California with offices in Columbus, Ohio. Over a million and a half young, active professionals trust us as their leading resource for emerging brands, gear, and lifestyle inspiration.”

Design by

Studio Workhorse (Seattle, WA)

Related links


Images (opinion after)
New Logo for Huckberry by Studio Workhorse
New Logo for Huckberry by Studio Workhorse

The old logo was pretty nice, with an outdoorsy, rugged look on a cool tree and a grungy sans serif whose only fault was letting that “Y” slip away too far to the right. The new logo is pretty nice too but in a different way. I love the tree icon, which now has a more abstracted construction and looks sturdy as heck; I like how they kept the shadow detail on the trunk, which works great when the icon is used white on dark. The wordmark… I like the vibe it has, of being a little wonky and harsh, but the flared tops feel a little unbalanced, adding a lot of visual weight to the top and to the first part of the wordmark… it’s like “erry” is from another logo. Still, it’s more interesting than a geometric sans. Not a whole lot more on this project but I thought the tree icon alone deserved some extra coverage and we also got a handful of tips on this one so I think we have a good number of Huckberry-ers amongst us.

Thanks to Joe A. Tornatzky for the tip.

Your opinion…

On Icon


On Wordmark



Logo Before & After
Logo detail

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