Marketing Currents - Business and Marketing Current Events

Patagonia Will No Longer Add Corporate/Brand Logos to Its Apparel

Patagonia announced that it is “transitioning away” from adding corporate logos to its products.

The company has long been a popular choice for high-end corporate apparel. The famous mountain logo is synonymous with a certain level of quality and brand-name recognition.

Click here to read the story at

Discussion Questions:

  1. What is a brand?
  2. What is branding?
  3. Why do companies create logos as part of their branding strategy?
  4. Why do you think many companies traditionally include their logo on their products?
  5. Why would Patagonia stop putting its logo on its products?
  6. What does it mean to be “on brand”?
  7. Why might transitioning away from featuring its logo on products be an “on brand” strategy for Patagonia?
  8. How do you think Patagonia is attempting to position the brand by removing a logo from its products?
  9. Why would they want to position the brand that way?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.