S T E T S O N
Crest design for Stetson.
Role: Illustrator | Agency: Tractorbeam | CD: Matt George
OVERVIEW Yondr Studio was invited by Tractorbeam, in Dallas, TX, to join them in their ambitious rebrand of legendary hat company, Stetson. The task assigned to me in this rebrand was that of reworking the historical Stetson crest that has represented the company since its founding in 1865. It was an incredible honor to come along side such an amazing group of people in order to help carry on the legacy of this great American icon.
SOLUTION To achieve such a result, the new crest was created using some of the same tools as would have been employed by the original draftsman of the Stetson crest. Namely, pencils, pens, and paper. The limitations of these traditional mediums provided the constraints necessary to produce a revised crest which reflect Stetson’s values and character. Furthermore, the crest’s heraldic symbolism was revisited to ensure that the original message of ingenuity, persistence, courage, strength, the hat making process, and Stetson’s western and familial roots ware fully realized and communicated therein.