How ‘The North Face’ Got Its Name

Published in Branding on Sep 26, 2019 by Tim Marner™

The North Face

They are named after the coldest, most unforgiving and technically challenging side of a mountain. The founders thought this name reflected their mission and dedication to the extreme.

The iconic logo a quarter-circle containing two lines inside of it is symbolic of the famous granite “Half Dome” in Yosemite National Park in the United States. The North Face logo is so iconic that it happens to hold an unusual distinction. It is one of the most counterfeited brands in the entire world.

The original red box of the logo is symbolic of passion, courage and the alternative black, which denotes supremacy, elegance and dominance.

Douglas Tompkins, co-founder of The North Face

The North Face Pretty Much Invented Backpacking

The North Face legend begins, ironically, on a beach. More precisely, San Francisco's North Beach, at an altitude of only 150 feet above sea level.

It was here in 1966 that two hiking enthusiasts Douglas Tompkins and his wife, Susie Tompkins. decided to follow their passions and founded a small mountaineering retail store.

From the beginning, their brand committed to serving all those who desired to explore but also to serve the natural wild lands by helping to conserve them. At the core, they believe exploration creates an undeniable bond with the outdoors, inspiring people to protect our land and pass these beliefs down to the next generation.

Jimmy Chin is an American professional climber, photographer, and Academy Award-winning film director

The North Face Has Always Walked The Walk

The North Face fundamental mission remains unchanged since 1966: Provide the best gear for our athletes and the modern-day explorer, support the preservation of the outdoors, and inspire a global movement of exploration.

The North Face was built on a love for the outdoors and the desire to enable all types of exploration, from your backyard to the Himalayas. Over the last 50 years they've lived by their “true north,” the belief that exploration has the power to change us, to challenge us and to help us see the world from new perspectives.

Never Stop Exploring >

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