AMERICAN GIANT BRAND IDENTITY

With the apparel industry facing overwhelming competition from abroad, founder Bayard Winthrop is on a mission to bring quality manufacturing back to the states. Partnering with his team from its inception, we worked to create a visual identity and logo that could represent this audacious idea.

HISTORICAL INSPIRATION

The icon, a combination A and G, is reminiscent of a branding iron farmers and manufacturers might have used early last century, a personal seal denoting pride of ownership. Typography was custom drawn, taking inspiration from specimens from a similar period of time.

FLEXIBLE APPLICATIONS

The identity was carefully designed to include several variations of the icon and typographic mark. We explored opportunities for apparel branding with the product design team in order to ensure a flexible system. 

IDENTITY GUIDELINES

For their rapidly growing in house product and marketing design team we created a set of visual design guidelines that could be expanded across all potential platforms.

“The logo is truly loved. Instead of appearing ‘stuck-on’, it feels true to the brand spirit, as if it’s from a by-gone era. I could see it on an old oil & gas truck in the 1950s.”

— BAYARD WINTHROP, CEO AND FOUNDER

Project Information

SERVICES

Corporate Identity, Graphic Standards, Branded Garment Elements

CLIENT

American Giant, San Francisco, CA

PUBLICATIONS & AWARDS

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