Thorlo (2023 rebrand)

Thorlo, the brainchild of a small family mill in North Carolina, has always believed in engineering socks for movement, but almost half a century after their founding, their legacy of ergonomic innovation had been lost in the rush of the latest, new-to-market brands. The goal of this rebrand was to reinvigorate the American sock brand and cement its rightful place as an icon today and for generations to come.

Thorlo’s leap into the future began with a new wordmark, which had seen many iterations in the last 40+ years (some more successful than others). The new logo, set in tightly tracked BN Dime Display, is resolute and ownable—nodding to Thorlo’s origins while also embodying the brand’s strength and durability. One interesting note: as part of the logo refresh, the brand name was also changed from “Thorlos” to “Thorlo,” the name the company went by in the 1980s (and one of the key eras of inspiration for the design system).

The remainder of the brand system is relatively text heavy, combining bold colors with a sans, Neue Montreal Bold, and a serif, Office Times Sharp. While Neue Montreal nods to a classic Modernist identity system, Office Times speaks to 80s editorial design, and the prior heyday of the brand.