CRAFTING A NEW ID FOR INDUSTRIAL REVOLUTION 

The challenge

​Understand the core of Industrial Revolution's DNA. Develop a brand identity system that visually communicates that DNA while allowing its brands to shine. 

The solution

​IR is an outdoors gear company bringing innovation to recreation since 1971.
"I" and "R" take on new meaning: "Innovation" and "Recreation." The new logo and design system provide ample flexibility for use in any media. The black and greyscale palette enables IR's brands to pop. The logo mark communicates a trifecta of meaning: innovation, recreation, and timeless strength amidst the revolution of time. ​

Geometric shapes emulate a landscape.
The sun rises and sets over the mountains and the adventurer's tent. Mountains are a symbol of strength and stability. They are majestic places that people both admire from afar and some even dare to summit. They are playgrounds for the adventurer.

​The use of geometric shapes, specifically triangles, was inspired by the company's heritage in engineering, manufacturing, building, and innovation.