Carhartt Force & Extremes
Two performance workwear sub-brands — Force and Extremes — each with its own logo, and the retail marketing behind them.
- Role
- Designer
- Scope
- Branding · Logo · Marketing
- Disciplines
- Identity, art direction, print
- Sector
- Apparel / workwear
Force — logo and product applications
Extremes — logo and product applications
The work
Two marks, one parent brand.
While serving as Senior Graphic Designer and Art Director at Carhartt, I was tasked with developing identity marks for two flagship product lines: Force, a performance collection engineered for warm-weather conditions, and Extremes, a line designed for demanding cold-weather environments. The challenge was to create distinct visual identities that could communicate the fundamental characteristics of each product line while remaining unmistakably connected to the Carhartt brand.
The resulting marks became integral to the identity of both product lines, appearing across apparel, packaging, marketing materials, and other brand touchpoints. In addition to creating the logos themselves, I contributed art direction and design to supporting marketing materials, helping establish a cohesive visual language around each collection. The work remains a strong example of how a relatively simple identity element can become a recognizable and enduring part of a broader product brand.
Retail marketing materials
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