Patagonia Logo

Patagonia Logo

The logo of the American clothing line Patagonia depicts the Fitzroy Massif in Patagonia, one of the company founder’s favorite places.

Patagonia logo meaning and history

logo Patagonia

The founder of the clothing line, Yvon Chouinard, is a keen rock climber. At the beginning of his business career, he forged hard, reusable pitons by hand, and sold them. By 1970, however, he found out that the pitons, which were his company’s main source of income, destroyed rock routes. As an environmentalist, he made the tough decision to stop producing them and replace them by aluminum chocks.

Yvon’s another business venture was connected with clothing business. During his trips abroad, he bought unusual, unique clothes and sold them to the rock climbers he knew. The business flourished, so Yvon decided to start his own clothing line.

He used to spend a lot of time in Argentina and enjoyed climbing the Andes Mountains in Patagonia – the southern part of South America. At the time, he just returned from there, so the idea to call the company Patagonia seemed perfectly natural.

How was the symbol Patagonia designed?

Patagonia symbol

For the logo, he chose the skyline of the Cerro Fitz Roy (the Fitzroy Massif) in Patagonia, above El Chaltén.

Jocelyn Slack, the author of the logo, described the process of creating it in one of the company’s catalogs. She said that it was actually Yvon Chouinard who “designed” the logo, while she “simply executed” it.

They worked together: Jocelyn did sketches and modified them according to Yvon’s comments. She had never visited the place, so she relied on his ideas and, of course, photos of the range. As Jocelyn put it, the logo is as powerful as the desire behind it. “Yvon knew what he felt and what he wanted,” Jocelyn recalls, and that was why she called him the author of the logo.

About the author of the emblem Patagonia

patagonia emblem

Jocelyn Slack is an artist working in a variety of fields, from sandblasted glass and magazine illustration to fabric design. She studied in California College of Arts and Crafts and Banff School of Fine Arts in Alberta, Canada.

Font of the Patagonia Logo

Font Patagonia Logo

The typeface featured on the Patagonia logo looks exactly like Belwe Bold. The serif typeface was designed by Georg Belwe of the ITC type foundry.

Color of the Patagonia Logo

Color Patagonia Logo

In addition to black and white, the emblem also comprises several shades of blue, and a soft shade of orange. This combination represents the colors of the Patagonian sky when the sun is not far from the horizon.