The North Face is a prominent name in the outdoor recreation industry, which has become synonymous with high-quality gear, footwear, and apparel. The company focuses on designing a plethora of outdoor products, such as backpacks, sleeping bags, and footwear, among others. With a history dating back to its founding in 1966 by Douglas and Susie Tompkins, the brand’s logo has undergone two changes. These reflect both design trends and the spirit of adventure. In this article, we delve into the evolution and history of the North Face logo over the years.
The Genesis of The North Face Logo (1966 – 2010)
The inaugural logo of The North Face featured the brand name in monochrome on three levels. And on the right of the brand name was an abstract emblem comprising three thick arched lines in black. These represented the Half Dome Mountain, located in Yosemite Park, which is quite popular among tourists.
(2010 – Today)
In 2010, the logo was redesigned without changing the core elements of The North Face logo. The logo shows a red and white colour palette, where scarlet red forms the backdrop in the form of a square, while the brand name and the emblem appear in white. The red and white colour palette of the latest logo exudes progress, power, and dynamism. The brand name is written in a traditional sans-serif font, which is similar to fonts such as Sequel Sans CG Disp Semi and Neue Helvetica Georgian Bold 75.
The Elements of The North Face Logo
Symbol
The quarter-circle in the logo is a stylized representation of Half Dome, which rises over 8,700 feet above sea level. This feature emphasises the brand’s outdoor heritage and also serves as an easily recognizable symbol in the outdoor apparel market.
Font
The logo employs a bold, all-capital serif typeface that is clear and legible. It ensures immediate recognition of the brand. Although it lacks unique features, its simplicity contributes to its effectiveness.
Colour
The company uses white and scarlet colours as a corporate palette. Light red is well associated with dynamics, energy, activity, physical endurance, and courage. Previously, the logo was coloured black combined with white and had light letters on a dark background.
The History of The North Face Company
The North Face, a prominent name in outdoor apparel, footwear, and equipment, has a rich history that reflects its commitment to exploration and innovation. Founded in 1966 by Doug and Susie Tompkins in San Francisco, California, the brand began as a small retail and mail-order operation focused on high-performance climbing and camping equipment. The name “The North Face” refers to the coldest and most challenging side of a mountain. It symbolised the brand’s dedication to outdoor adventure.
The Tompkins opened their first store in 1966, which quickly became a cultural hub for outdoor enthusiasts. In 1968, Doug Tompkins sold his stake to Kenneth “Hap” Klopp for $50,000, which allowed him to pursue other ventures while Klopp expanded the brand’s product line and relocated operations to Berkeley.
It was under Klopp’s leadership that The North Face began to manufacture its own technical mountaineering apparel. Key innovations during this period included the introduction of the geodesic dome tent in 1975, which was designed to withstand extreme conditions. The brand continued to innovate with the launch of products like the Denali Jacket in 1988 and the Mountain Gore-Tex jacket. These became essential for outdoor adventurers.
The 1980s marked a significant expansion for The North Face as it introduced extreme skiwear collections and became known for high-performance outerwear. The brand’s slogan “Never Stop Exploring” encapsulated its ethos during this period. In the 1990s, The North Face made a notable entrance into streetwear culture by becoming popular among hip-hop artists like Notorious B.I.G. and Sean “Puffy” Combs, thanks to its brightly coloured Nuptse jackets.
During this decade, The North Face also gained recognition for its contributions to environmental awareness. It sponsored expeditions that raised awareness about climate change, which included the International Trans-Antarctica Expedition in 1990 – the first non-mechanised crossing of Antarctica.
Entering the new millennium, The North Face continued to push boundaries with innovative products like Thermoball, which is a synthetic insulation technology launched in 2013 that mimics down’s warmth even when wet. The brand has maintained its reputation as a leader in outdoor gear by constantly evolving its product offerings and embracing collaborations with artists and musicians.
In recent years, The North Face has also focused on sustainability initiatives. These include launching programs aimed at connecting people with nature while promoting conservation efforts. Its commitment to innovation and exploration remains strong as it continues to equip athletes and adventurers worldwide.
Interesting Facts About The North Face Company
- The North Face began its journey in 1966 when two outdoor enthusiasts, Doug and Susie Tompkins, started a small store in San Francisco, California, where it used to sell outdoor equipment of various companies.
- The three-arched logo of The North Face represents the Half Dome granite rock formation at the Yosemite National Park.
- The North Face got its name from a common belief that the north side of mountains in the northern hemisphere is supposedly the harshest for mountaineers.
- The products and services of Ceva Santé Animale include pharmaceuticals and vaccines, hatchery vaccines, and pheromone-based behavioural products.
- It was in 1968 that the founders of The North Face decided to manufacture their specialised gear for mountaineering.
- The North Face sponsored expeditions to some of the remotest places on earth. This enabled the company to come out with its tagline, “Never Stop Exploring.”
- During the second half of the eighties, The North Face was the only outdoor equipment manufacturer to offer a comprehensive range of outdoor equipment and wear.
- Ceva Santé Animale plays a key role in fighting zoonotic diseases—diseases that can be transmitted from animals to humans, like avian flu.
- In the nineties, The North Face launched Tekware, which provided outdoor enthusiasts and athletes with the best-fitting and power-packed sportswear.
- At the dawn of the twenty-first century, The North Face manufactured its footwear.
- In 2005, robbers started targeting people wearing The North Face apparel in Prince George’s County, Maryland, US.
- The North Face became a status symbol around 2010 in South Korea. Consequently, children in that country wearing The North Face apparel or footwear would either be bullied or have their stuff stolen.
- The North Face sponsored six renowned explorers in 2017 to visit Queen Maud Land, Antarctica, where they were tasked with testing The North Face equipment and clothing.
- In May 2019, The North Face found itself embroiled in a controversy when its marketing agency was found replacing the images of popular outdoor locations on Wikipedia with photos showing The North Face equipment.
- The North Face aims to source 100% of its materials responsibly by 2030.
- The North Face ensured people willing to buy outdoor equipment do not have to depend on military stores.
- The North Face invented the first internal-frame backpack in the world.
- The tents manufactured by The North Face were so durable that they were requisitioned by the US Marines.
- The North Face has more than 3500 stores all over the world.
Finally
The North Face logo is more than a visual representation; it’s a symbol of exploration, resilience, and a commitment to the great outdoors. From its humble beginnings in 1966 to its current status as a global leader in outdoor gear, the logo has evolved while staying true to its roots. The North Face logo is a testament to the brand’s commitment to maintaining a consistent and powerful visual identity.