“Huckberry” updated its identity with “This Design” from Portland. The brand became more mature in appearance while keeping its connection to outdoor culture. The American company was founded in 2011 by Andy Forch and Richard Greiner. It grew from a digital-first store for men’s clothing, footwear, and gear into a lifestyle retailer with editorial content, private labels, and physical stores.
The brand describes itself as a store for everyday adventures. Its territory lies at the intersection of the outdoor industry, men’s fashion, and gear for travel, work, the city, and weekend getaways. In 2015, “Huckberry” acquired “Flint and Tinder” and later expanded its private-label line. The brand reached a stage where its startup roughness was beginning to get in the way of its appearing to be a long-term retail project.
“This Design” kept the main “Huckberry” style but changed its presentation. The old tree had long worked across packaging, orders, and brand communications. The new symbol conveys the idea more abstractly. It sits between a fir tree, a pine cone, and an abstract growth form. Because of that shape, the symbol works better on tags, boxes, signs, the website, and small digital applications.
The idea of the mark is tied to a pine cone opening after a forest fire. For “Huckberry,” the image fits a house-of-brands model, where different products, labels, and formats emerge from a single source. The symbol speaks about growth, renewal, and a nature-based theme without using a standard tree image.
The wordmark became thinner and more alive than the previous version. It is based on “Kolonia,” with accented serifs and low contrast. The lettering is closer to a magazine headline about outdoor culture than to a rugged gear brand. The balance between the symbol and the name became more even. The mark does not get lost next to the letters and reads as an equal part of the logo.
The typography expands the brand’s image. “Larken” adds an editorial tone, “Blanka” handles functional text, and “Alpina,” with its monospaced base, supports storytelling and cataloging. The slogan “All Ways Forward” connects the identity with travel, curiosity, experience, and the company’s development without changing direction.
The new “Huckberry” image became calmer, denser, and better suited for long-term use. The logo preserves the brand’s outdoor memory while pointing to a larger system: stores, media, private labels, packaging, urban locations, and a male audience seeking things for life between the city and nature.