Northland Professional is an outdoor brand with a 48-year history. Facing a younger, more fashion-conscious market, the brand needed to evolve. This rebranding focuses on refreshing Northland’s identity to better reflect its spirit of exploration and appeal to a new generation of outdoor enthusiasts.

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Northland’s redesigned mark is to standardize and stabilize the old mark. The combination of mountain and letter N becomes the concept of mountain and earth, further strengthening the idea of integrating the outdoor brand into nature.