Brand Visual Identity

From their roots in New England, to their brand icons like the 1973 “Yellow Boot”, Timberland has 50 years of rich history that impacted culture. Despite this, the brand wasn’t telling that story, internally or to consumers, and it lacked a cohesive identity that reflected the history and aspirations.

Timberland came to INDUSTRY to tell this story and create a comprehensive visual & verbal identity. They needed a brand identity that could function across categories, speak to the Brand DNA, and resonate with consumers present and future.

In close collaboration with Timberland’s executive leadership, INDUSTRY began by digging deep into the archives and history of Timberland. We articulated the Brand DNA and how it’s expressed in voice & tone. Turning to the brand identity, based on the DNA, we established the design principles. We designed the elements and compositions for the brand and its categories: work/pro, outdoor, and lifestyle. What resulted was a visual system with a core focus on the iconic “wheat” color of the “Timberland Yellow Boot”. From there we extended the identity into photography, specifying the Timberland approach to photography, and building guidelines for on-body, product, and styling. Finally, we created a Brand Book and Guide to be leveraged across the organization to inspire, educate, and drive consistency for the brand for the present and future.