L.L. Bean is an American reatail company founded and headquartered in Freeport Maine. L.L. Bean is a family owned business, and has a strong identity around families being together in the outdoors. As a company that was founded 114 years ago, L.L. Bean has had different logos and identities -- primarily around the wordmark L.L. Bean, which first appeared in 1950. Besides just the wordmark, there was also the 1987 “sunrise over katahdin” logo, a multi colored, highly detailed graphic which included the wordmark. Since 2010, L.L. Bean has gone back to the simple wordmark -- though minimal and clear, this mark lacks personality. An image speaks a thousand words. This project was to identify and create a more visually appealing and recognizable mark for L.L. Bean. The new mark includes a tent, which is the primarly shelter for familes in the outdoors. It is the literal place where families come together when spending time in nature. The style of the mark features crisp geometric edges, maintaining the strength and reputation of a hundred-year-old brand legacy, paired with clean runded ends that marry well to the typeface, creating contuinuity from the existing logo.