Hiker’s Point Identity
Hiker’s Point is an online retailer offering items you’d typically find in an army surplus store. In a move of differentiation, the strategy capitalized on an army surplus angle—sidestepping the typical outdoor outfitter’s aesthetic. The geomeric sans-serif typeface Avenir was used for its utilitarian but slightly humanist look. The mark’s apostrophe leaf represents a modern look in contrast to a typical outdoor outfitter’s weathered aesthetic. The color palette was picked to fit the modern direction as well as contrast starkly against the products sold by Hiker’s Point.
Posted on July 21, 2008
Filed Under Graphic Design, Identity, Online Media, Project Portfolio, Typography | Leave a Comment
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Type Desk is a journal of graphic communication featuring observations on design, typography, and the modern office. Type Desk is produced by the office of design consultant Theo Rosendorf.
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