Icebreaker is a label of the merino-wool apparel manufacturer from New Zealand, which was established in 1995. The brand is mostly known for its natural-fiber thermal-wear and accessories. Icebreaker has almost 5 thousand shops in more than fifty countries across the globe.
The Icebreaker visual identity is bright yet based on simple forms. It is composed of a wordmark, built in two levels, and an emblem above it.
The color scheme of the brand’s visual identity is orange and wet, which is a symbol of happiness, joy, and passion for life, as well as eternal movement and progress. The white color adds lighten and a sense of purity to the logo.
The wordmark is divided into two parts. The “Icebreaker” lettering in all the lowercase is executed in a modern rounded typeface with tricky tails of the letters “r”. While the “Merino” part in all capitals features a straight and strict font, which is clean and neat.
The Icebreaker emblem features a stylized letter “B”, placed in a contrast oval and resembling of an “at” sign. The emblem is dynamic and energetic, which is also elevated by the bright color palette of the Icebreaker logo.
The logo is a simple design with the word “icebreaker” written in a lowercase, rounded font inside a circle. The circle is to evoke a sense of unity or completeness, while the lowercase letters give the logo a friendly and approachable feel. The use of a black and orange color scheme further reinforces this impression, creating an association with calmness and purity.