Woolrich unveils new logo

By

Barbara Santamaria

Published
Jul 29, 2019

For the Fall 2019 season, Woolrich is marking its evolving transformation with a newly updated logo and a "complete visual rebranding".

Developed by Pentagram, an independent design studio, the new design pays homage to the outdoor clothing company’s signature Red and Black Buffalo Check, introduced by the company in the form of flannel shirt in 1850. 

The red and black plaid quickly became popular with lumberjacks who worked near the Woolrich Mill in central Pennsylvania, helping it become one of the most widely used fabrics in casual clothing and contemporary workwear.

The new logo, designed by Paula Scher from Pentagram, uses the Red and Black Buffalo Check as a base, featuring sleek even lines in a simple black and white color scheme.

It represents “the delicate balance between our esteemed past and dynamic future”, said the brand, which is the oldest manufacturer of outdoor wear in the United States.

The new Woolrich logo will be featured on all garments both as an internal label and as an external badge and customization from Fall 2019.