Hug a tree. Hug a rock. Hug your pup. Hug your hiking buddy. Hug the clouds. Hug that fresh, crisp air.

The Outside Society, a new outdoor store in Basalt, Colorado, needed lightweight branding and a logo design that speaks to those who simply love being outside, not the extreme adventurers but the everyday nature lovers. The ones who embrace the outdoors in their own way, whether it’s a rugged trail or a slow stroll by the river.

With this in mind, we created a custom logotype with a distinct brand mark inside the letter 'O.' At its core is a mythical creature symbolizing warmth, inclusivity, and the spirit of welcoming everyone to the great outdoors.