Carhartt is an American family-owned workwear company. Its assortment mainly includes overalls, jackets, jeans, shirts, vests, and hunting and fire-resistant clothing. She appeared in 1889, being an entrepreneur Hamilton Carhartt in Detroit in the attic of his house. Today it is one of the most successful and well-known privately owned brands as the descendants of the founder still own it. The company is headquartered in Dearborn, Michigan.
Meaning and History
At first, the sewing studio had only two sewing machines and their owner. At first, researched the consumer market, directly asking railway workers about what work clothes should be. The result was Carhartt’s signature jumpsuit, which quickly became the standard for quality workwear.
In 1910, the company expanded significantly, opening two factories in South Carolina and Georgia and many sewing workshops in other cities in the United States. Gradually, the company entered the international level, locating its ateliers and warehouses in Walkerville (Ontario), Toronto, Vancouver, Liverpool, Paris, New York.
The company’s management was inherited, and each representative contributed to the garment industry: some introduced innovations, others improved their technical base, and others opened a global e-commerce business. For example, in 1975, a heavy-duty hooded jacket called the Active Jac was introduced, and it is still the best-selling jacket in the world. Therefore, the Carhartt emblem is highly recognizable among the population. Moreover, its products are in demand not only among workers but also among young people.
1920s – 1940s
The debut emblem depicts a railway carriage with double-sided doors and hinged steps. It is painted in a realistic style – with wheels, fasteners, windows, and a massive sloping roof. The car is in the background of a large red heart. There are several informational inscriptions: at the top – “Union Made” on each half of the heart, at the bottom – “Pants Overalls & Cloves” at its tip. The name of the company takes center stage – along the carriage wall, under the windows. It is written in chopped type. The main colors of the logo are dark blue, red, and white.
1940s – 1970s
During the redesign, the text part was rearranged. Above appeared the phrase “Master Cloth,” in the center – “Carhartt Overalls,” below – “Union Made.” The developers highlighted the trademark name in coherent italics and placed it diagonally. Changes took place in the color palette: the authors of the logo lightened the blue by several tones and, on the contrary, darkened the red, adding a purple tint to it. They also corrected the car and made its contour, consisting of horizontal and vertical strips of different lengths. The wheels have become schematic and look like large blue circles (two on each side).
the 1970s – present
The logo of this trademark consists of an icon and a wordmark located under it. The brand name is executed in unique lowercase letters with small curves and short strokes. The working direction of the company is shown by the different elements from which the text symbols are formed since, in shape, they resemble tools or parts of various mechanisms.
Both “t” look like a welding electrode holder with an electrode, “r,” and “c” look like straight and bent pipes, and “h” looks like a cab of special equipment – a high-rise crane or heavy-duty transport. In some of them, the vertical stripes are separated from the horizontal segments, emphasizing the concept of working mechanisms and building materials.
The graphic emblem consists of a single piece in the shape of a rounded wave-like shape. This design gives it movement since dynamics are hidden in the image. The beginning of the “wave” is wide, and the end is narrow, with a large dot at the top. A white crescent is visible on the right side in the negative space, which forms this point. To be always recognizable, Carhartt does not change or adjust the logo.
Font and Colors of the Emblem
The lowercase word has an original font – modern, innovative, geometric, but without sharp corners or protrusions. Almost all of the letters are smoothed and streamlined to resemble a Conradi or Controller Four typeface with minor tweaks. The color scheme in the Carhartt brand emblem is stable and usually consists of black (lettering), yellow (wave), and white (background).