Workwear with an earnest vision
When American Giant first approached us to design their identity, we immediately met with the clothing designers, owner & employees to pinpoint their unified goal of tough workwear with a high level of finish, all produced in the USA. From there we knew that only hand crafted typography and a strong accompanying icon would reflect their earnest vision.
An alternative logo combines American Giant’s battle cry “Out of Many, One”
The icon, a combination A and G, is reminiscent of a branding iron that a farmer might have used early last century, a personal seal denoting pride of ownership. The icon is implemented across the entire product line, from custom zipper pulls to a finishing label sewn on all of the garments.
“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