Woolrich announces new logo and branding

Heritage US outdoor clothing brand Woolrich has announced the launch of a new logo and visual rebranding for AW19.

The new logo is a visual reinterpretation of the historic red and black "buffalo" check. The project was developed by Pentagram, an independent studio founded in 1972 by a London-based creative collective.

The famous check pattern was originally created in 1850 by a Woolrich designer to provide a graphic base for its first woollen shirts, and he named the pattern after his herd of buffalo.

The historic red and black buffalo check, a Woolrich icon, was the product of a blend of Scottish tradition, and the English heritage of Woolrich founder, John Rich, as well as the brand’s American roots. It has become one of the most widely used fabrics in casual clothing and contemporary workwear.

The new logo was developed by Paula Scher, a partner of the Pentagram studio for 30 years. To create the new Woolrich logo she chose a basic black and white colour scheme supported by sleek and even lines.

From AW19, the new Woolrich logo will be featured on all garments - both as an internal label and as an external badge and customisation.

Woolrich was established in 1830 in north central Pennsylvania by founder John Rich. Today, it is the oldest American outdoor clothing brand, encompassing two distinctive labels: Woolrich John Rich & Bros., the contemporary high-end outerwear line distributed worldwide and Woolrich Outdoor, designed by the Japanese partner outdoor specialist, Goldwin.