FINLEY CO.
Logo / Brand Identity
BRIEF
Finley Co. is a stylish wilderness apparel brand. I was initially hired to create a logo that could "stand on it's own" and be quickly applied to multiple products. After creating the logo the company was abandoned by the owner for personal reasons. So I decided to finish the identity on my own as a personal project.
GOALS
The concept for Finley Co. is a competitor for "YETI." The identity needed to be as simple as possible so it could work with a wide variety of products.
UNIQUE SOLUTION
I started by doing a study of "YETI." I dissected the brand, learned about it's origins, then figured out why it was so successful. After learning all of that it was easy to make a plan of action for Finley. I tried to compliment YETI instead of copying it because I wanted it to feel like a competitor not a knock-off. For example, the YETI logo is a simple geometric wordmark and the Finley logo is a simple hand-scripted wordmark. YETI uses navy blue as their brand color to connect to their origins as a fishing supply company. Finley uses forest green to connect to the forest.
