American Giant

High quality workwear designed and manufactured in the United States is not a new concept. What really excited us about this company was their vision to also make these clothes affordable by only selling online (effectively cutting out the middleman).

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.


SERVICES

Corporate Identity, Graphic Standards, Branded Garment Elements

CLIENT

American Giant, San Francisco, CA

PUBLICATIONS & AWARDS

Counterprint Monogram Logo / Typography 33 / Communication Arts Typography Annual


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

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