Patagonia Logo

Patagonia LogoPatagonia Logo PNG

Although the Patagonia logo is simple, it represents high-quality standards. Bold letters add importance and significant superiority to it, emphasizing the excellent characteristics of manufactured goods. The inscription in lowercase also reflects the availability of branded products for all population categories.

Patagonia: Brand overview

Founded: May 9, 1973
Founder: Yvon Chouinard
Ventura, California, U.S.

Patagonia sportswear brand is unique, as it is the initiator of the so-called circular economy. The history of the company, as well as its logo, is very interesting and instructive and is a classic example of how a hobby of one person can create a new direction of world significance.

The official creation date of the Patagonia company is 1973. Its founder is mountaineer Yvon Shuinar from the USA. Initially, he was engaged in the production of climbing equipment, but in 1970 from a trip to Austria, he brought home several sports kits that his friends and colleagues liked. And then Yvonne decided to switch to the production of expensive and very high-quality clothing made from natural materials intended for tourism and mountaineering. The founder chose the name for his eco-company in honor of his favorite mountains in South America.

Today, the brand is the largest in its industry; the company was one of the first to master the production of thermal underwear, and also began to use new materials and bright colors in sportswear. Patagonia has its philosophy, which is expressed in every detail of products and unique types of service.

Meaning and History

Patagonia Logo History

The Patagonia logo is fully consistent with the name – it shows a profile of the Cerro Fitz Roy mountains (Fitzroy Massif) located above the town of El Schalten. The trademark has undergone minor changes over the years of its existence, but the idea has remained original and recognizable.

What is Patagonia?

Patagonia is American outerwear and sportswear brand that manufactures, sells, and distributes itself. It appeared in 1973 and is headquartered in Ventura, California. The founder of the brand is businessman Yvon Chouinard.


Patagonia Logo Old

Chouinard Equipment first used the Patagonia brand in 1973 when introducing an outerwear line. The famous logo appeared two years later. It was created by artists Jocelyn Slack and Yvon Chouinard. They depicted an element of the South American landscape – Mount Fitz Roy. This peak can be found on the map between Chile and Argentina.

The emblem shows black and gray silhouettes of mountains, which look like frozen waves. They perfectly match the brand philosophy and symbolize its connection with the parent company (Chouinard Equipment started with the production of climbing tools). Against the backdrop of uneven peaks, you can see multi-colored horizontal stripes: red, blue, and blue in different shades. The picture is placed in a white ring with a transverse line that runs in the middle. In the frame are the inscriptions “BUILT TO ENDURE,” “patagonia,” and “SINCE 1973.”


Patagonia Logo

The black word mark of the brand contains its name in lowercase. The designers used a whimsical serif font that looks exactly like Belwe Bold. This makes the text logo look creative and completely in keeping with the Belwe Bold clothing style.

Font and Colors

Patagonia Emblem

The logo was created in collaboration with Yvon Shuinar himself and designer-artist Jocelyn Slack. Yvonne came up with the idea, and the artist embodied it in a visual image. The girl admitted that she had never been to Patagonia, but Yvon’s colorful stories made her want to visit this wonderful land. She tried to embody all these emotions in the emblem itself. For the first time, the emblem appeared on the label of branded products in the 1976 spring collection.

Patagonia Fish Logo

The first emblem was colorful and memorable. It was a rectangular plate with the profile of the Fitz Roy array in black with a white border. Above this is the sky, painted with blue, violet, and orange stripes. On a black background is the name of the brand “ratagonia,” under it to the right is the phrase “There every step of the way.”

Patagonia Symbol

This version remains relevant to this day. In 2011, as new types of products were added, two additional logos were developed:

  1. One black-and-white (mountain profile is black, the sky is white), on a black background, there is a white inscription “ratagonia” in ordinary font, under it in capital letters PROVISIONS.
  2. The second is made in white and blue (the background is white, the profile of the mountains and the inscription is blue). Under the word “Patagonia,” the phrase “On Thames Street” (the name of the hotel chain where climbers stay).

Patagonia Mountain logo

To write the name of the brand, the font Belwe Bold was used – something in between the block letters and capital letters, using serifs. Font author Georg Belve.

The color scheme is unchanged: white, black, blue, soft orange, and purple shades. Bright saturated colors symbolize the color of the Patagonian sky at sunset.

Patagonia color codes

Black Hex color: #000000
RGB: 0 0 0
CMYK: 0 0 0 100
Pantone: PMS Process Black C

What does the Patagonia logo mean?

The Patagonia logo denotes the name of the mountains in South America: this is the Cerro Fitz Roy ridge as part of the Fitzroy massif, near the town of El Schalten. In their honor, the trademark of sportswear made from sustainable materials was named. Therefore, this word also represents the name of the company.

What is the font of the Patagonia logo?

The lettering in the Patagonia logo is in Belwe Bold, designed by typographic designer Georg Belve. All letters are in lower case and are decorated with slanted serifs at the top. Below they are flat and wide.