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New Logo for Leatherman
 

before

after

Noted Feb. 1, 2019 by Armin

Industry / Consumer products Tags /

About

“Founded in 1983 by Tim Leatherman, Oregon-based Leatherman Tool Group is the world’s largest manufacturer of high quality multipurpose products with distribution in more than 86 countries. Built upon three principles, unwavering perseverance, ingenious design, and the ability to save the day, Leatherman has empowered people around the world to solve problems, big and small. Proudly based and manufactured in Portland, Oregon, the brand’s factory is located in the same building as the company headquarters.”

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Leatherman press release

Relevant quote
The refreshed logo represents the brand’s objective to expand its draw to wider audiences and showcases the evolution of the brand. The former logo depicted a silhouette of a pliers-based Leatherman tool. The sleeker logo hints at the shape of the iconic tool yet stands alone as the “L” in Leatherman. This new approach enables the brand to develop and improve upon the ways in which it offers solutions to life’s everyday challenges, which means empowering more people to save the day.

“The new logo represents the brand’s stalwart commitment to multipurpose,” said Anthony Perez, global creative director of Leatherman. “Thoughtfully designed, our intention was to create something that celebrates Leatherman’s iconic history while also expanding what we can mean to people outside of a pliers-based tool.”

Leatherman press release

Images (opinion after)
New Logo for Leatherman
Icon, before and after.
New Logo for Leatherman
Logo. (Wordmark remains the same.)
Opinion

The old icon may have been quite recognizable and unmistakable in what it sold but, on close analysis, it was a little awkward. Can you imagine that old logo getting away with such a swoosh if it were introduced today? Or the flack it would get for using the tool its selling as the logo to sell its tools? Despite all those pressing questions, it was definitely better than the new icon it’s being replaced with, which is an… “L”. A very awkward “L” that is meant to hint at the hinge that makes most Leatherman tools Leathermanize and I get it. I know exactly what it’s meant to be but what I don’t understand is why it had to be so clunky, lackluster, and unexciting. If the “L” on its own wasn’t bad enough, the stroke tightly around it makes it worse. Leatherman is such a cool brand that it’s really a shame this is what they are going with now. Maybe new packaging will be amazing… but that’s a hard maybe.

Thanks to Andrew Kidd for the tip.

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