Sitka Logo PNG
Although the Sitka logo doesn’t contain obvious images, it is still associated with hunting gear produced by the American company. The geometric abstraction creates a sense of lightness and movement. These qualities are linked to the comfort necessary for those who spend much time outdoors in the wild.
Sitka: Brand overview
Sitka Gear was founded in 2005 in Bozeman, Montana, by Jonathan Hart and former NFL linebacker Jason Hairston, who once played for the San Francisco 49ers but left football after a spinal injury. Inspired by a difficult hunting experience, they realized hunters lacked gear equipped with the advanced technologies available in mountain sports apparel. Initially facing skepticism within the traditional hunting community, the brand introduced innovative products combining mountaineering expertise with specialized hunting functionality. A breakthrough partnership with Gore-Tex enabled the development of premium multi-layered systems, and later, Sitka introduced proprietary camouflage patterns like Optifade, designed scientifically to align with animal vision. The company progressively expanded into diverse hunting environments—mountains, wetlands, forests—and introduced lines specifically for women hunters, further strengthening its market presence. After becoming part of W.L. Gore & Associates, Sitka established itself internationally, continually refining its offerings with insulation, odor control, and performance accessories innovations, ultimately transforming the hunting apparel market.
Meaning and History
The company was named after the eponymous city on Baranof Island, part of Alaska. “Sitka” literally means “People on the Outside of Baranof Island.” Perhaps the hunting gear manufacturer chose this name because many locals are engaged in hunting. The logo with the image of stylized antlers was chosen for the same reason: deer are common prey for the people of Sitka. However, brand fans continue to debate what its graphic sign means. Some see it as a design by Native Americans, others a mane of the Denver Bronco horse or a running person. Nonetheless, representatives of the Sitka brand have always claimed that it represents two antlers. Collecting skulls and antlers is an important part of the hunting culture.
What is Sitka?
Sitka is an American hunting gear brand. It was founded in 2005 by Jason Hairston and Jonathan Hart to take the best from the mountaineering industry and adapt it for hunting enthusiasts. The first batch of products was sold through mail catalogs. Then, the business rapidly grew, and the products appeared on the shelves of major stores. In 2009, amid the economic crisis, financial director Justin Faggioli suggested selling Sitka to W. L. Gore & Associates Inc., the developer of Gore-Tex fabrics.
Today
The SITKA logo features an abstract pattern, somewhat resembling stylized antlers. The white spaces between the elements give the design a light feel while maintaining clarity. The inner space within the symbol forms a geometric pattern that echoes natural motifs.
The SITKA logo consists of an abstract pattern reminiscent of stylized antlers and the company name, reflecting SITKA’s connection to nature and focus on hunting gear. The upper part of the logo presents a dynamic design made up of elongated, intersecting lines with sharp edges. This reinterpreted depiction of deer antlers symbolizes hunting and the rugged conditions for which the gear is designed.
Beyond the obvious hunting theme, the antlers in the logo also resemble gusts of wind, highlighting the company’s focus on wind-resistant technologies in its clothing. The lines of the antlers are broken, creating a sense of lightness and motion, while the gaps between the elements make the image feel airy.
Beneath the graphic element, the company name is displayed in uppercase letters with increased letter spacing. The font is serif and strict, with its simplicity balancing the complexity of the upper symbol.
The color scheme is minimalistic: black and white. The contrast gives the emblem a rugged, natural feel. The logo conveys the spirit of hunting, survival, and performance in challenging environments. It is designed for those accustomed to nature who understand that high-quality gear is not just about comfort but a necessity.
Font and Colors
The brand name is executed in a font with long, pointed serifs. The thickness of the main and additional strokes varies, so the wordmark appears mobile, resonating with the shape of the graphic emblem. The lower diagonal of the “K” has a characteristic smooth curve.
The inscription and the drawing are colored in black, while white is used as the background and for negative space. The monochrome palette emphasizes the company’s business style and serious approach to the production of hunting gear.