STUDIO JOURNAL

STUDIO JOURNAL

Long-form writing about brand, the outdoors, and the work of building one inside the other. Published when there’s something worth saying.

Why the outdoor industry keeps redesigning the same logo

ESSAY · March 2026

Why the outdoor industry keeps redesigning the same logo.

A category-wide habit, examined. Mountains, sans-serifs, and the gravitational pull of the obvious.

Building a brand system for a guide service since 1962

CASE NOTE · February 2026

Building a brand system for a guide service that’s been running since 1962.

What changes when the brand is older than most of its customers.

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