It’s with great excitement that we share our re-energized brand identities for both True North Gear and DragonWear! The dynamic artwork brings a fresh, revitalized perspective to our brand marks that visually represent our unique progression as leaders and innovators within the industries we serve. Just as important a task was retaining elements of the original brand marks that make us recognizable. To achieve this, we worked extensively with design and brand professionals to analyze the heritage of our brand marks, and the fundamentals of their color, shape and structure.

The True North logo retains its familiar ellipse shape while incorporating modifications to the logo’s shape and outline. The continued inclusion of the north-facing arrow within the logo signifies our ongoing commitment to staying the course of our brand’s mission and values.

The DragonWear logo shows off the most dramatic change with custom lettering and a new, expanded dragon icon centered within the reshaped badge; both elements convey the strength and protection our products represent. The arc and category ratings retain their valuable placement to allow for immediate, visible identification of safety compliance.

The redesigned brand marks will appear on select products in early 2019, and then on additional clothing, gear and accessories following a rolling schedule. They will also appear immediately on our web sites, email communications, social media pages and marketing collateral.

Releasing our new brand marks signals the beginning of an exciting 2019 that will see us rolling out new products and tools intentionally designed to provide the highest level of service and the most innovative product solutions for a customer base that operates in life-risking environments every day.

With excitement and best wishes for the new year –

True North Gear + DragonWear