Roark
Icon + Wordmark
Logo Design
Creative Direction
Agency:
Vividminds
Roark, an adventure lifestyle brand rooted in travel, exploration and storytelling, had a strong name, a unique narrative, and a growing product line, but no established logo.
Named after a fictional character whose mythologized stories represent the ethos of the brand, Roark was described as “the shadowy adventurer that disappears into Mexico for six months camping, only to surface in Paris drinking Bordeaux with a diplomat”. Each season Roark travels to a different part of the world, returning with stories of exploration and inspiration for seasonal clothing, travel gear and trinkets known as, “the artifacts of adventure”.
I interpreted Roark as a transient adventurer whose home is the road. Anywhere he visits he leaves behind nothing but stories of his myth and his signature glyph. I based the Roark icon off a set of depression era cryptograms developed by train hoppers referred to as, “Hobo Glyphs”. These were used as a secret language to communicate dangers, opportunities and general information about their surroundings. The Roark icon is based on the “Hobo Glyph” meaning “Safe Camp”.
The mark became a central part of Roark’s visual identity from early storytelling through rapid expansion, growing with the brand as it gained cultural traction and commercial scale. Roark has evolved from a niche concept into an award-winning global brand — named SIMA Breakout Brand of the Year, now with 8 flagship stores and international distribution.