The Story Of Cladwell's New Logo

We've all experienced logo changes. Some of them are bad. (cough)Instagram(cough) Some of them are good. (cough)Instagram(cough) And all of them are divisive. (cough)Instagram(cough) Sorry, I’ve been coughing a lot with the cold season and everything. I’ll keep it under control.

Whether we like it or hate it (we like ours), one question always lingers. "Why did they do that?" So we want to walk you through our thought process.


Our new brand mark is equal parts clothing and guidance. At first glance, you see the clothes hanger (hopefully you see an obvious wooden clothes hanger--the best kind of hanger) and then the second, more subtle image of a navigation arrow akin to those found on old maps. Then, the third and almost hidden element is that of a location arrow in the form of the minimal-ized A. Why did we choose these icons?

Humans are constantly seeking validation and affirmation. The clothing industry preys on this fact by trying to tell people what to feel about themselves so they can sell the thing they are convincing people they can’t live without.

Brands deliver positive messages and promises, and tie them directly to a perceived need for their product.

That means it’s hard to navigate the stories that are real and true, and the ones that were designed to make you want to buy something that’s worn by a celebrity on sale for $7.99 in a store surrounded by other things on mannequins.

When the only voice people hear is the one coming from the brand, the brand’s voice is the only one they know to be true. And that sucks.

Cladwell wants to stick a megaphone to the core of who a person is, and let their heart scream at the top of their heart’s lungs the truth that is stuck deep inside that person. The truth: People are valuable, and should be valued.
We do whatever we can to fight against the oppressing forces and negative voices; to elevate our fellow human and distinguish them from who industries say they are.

We created a logo that communicates our motivation for guidance, and our focus on clothing.


Let's recap where we've been.

Cladwell started with a web app for men. We used the words “empower” and “confidence.” What we now call "ennobling," was then called “empowerment,” and it was our way to fight the fear of failure that men feel when facing fashion decisions. It is a noble cause, and Roadmap lives on.

Then, we recognized a new trend in the fashion industry, and it forced us to look long and hard at ourselves and ask if we were complicit. We woke up to the realization that "Fast Fashion" is killing us. Buying more clothing was actually setting off a chain reaction that hurt people and our planet.

Meanwhile, we were getting an increasing number of women who were asking if we could help them choose their wardrobe.

We created a new web app called "Capsules." It helps women create and curate a seasonal collection of timeless, interchangeable clothing. And when we got into the business of helping women with their clothing, we noticed something: the paralyzing act of making decisions.

Instagram, Pinterest, blogs, magazines... those channels are giving all of us opinions and inspiration. But those channels aren't perfect in helping us connect inspiration with action. Basically: you don’t need someone to paint a picture of the destination, you need someone to walk you there.

That's why we are guides.

When we help someone figure out what to wear, what to keep, and what to add to their closet in such a way that it makes them feel better about their clothing choices AND makes them feel fabulous, then we have ennobled them to be more of themselves. Also, we can help set the stage for a more sustainable clothing industry. And that would be good for people, too.

What does that mean for the way we look?

This is what our logo looked like yesterday.

This is what our logo looked like yesterday.

This is what our logo looks like today.

This is what our logo looks like today.

Our previous brand mark was based on "empowerment" and the power of clothing as it pertains to identity. It originated from the story in the Bible about Adam and Eve and the first piece of clothing. That fig leaf covered the shame they felt, and was a piece of clothing full of purpose. We believe in the empowering purpose of clothing.

And the previous logo was designed based on what we believed about clothing--and we still believe about clothing--but it was too personal only to us, and not relatable enough to you, our audience. As Blake, our co-founder, has put it, “Our logo was in the living room, when it should have been on the front door.” So we made a logo that belongs on the front door.

What's next?

There are a lot of things we have yet to do, as guides. First--admittedly--we need to improve our current products. We have to listen. We also can't stop exploring.

Part of having big ideas is that you have to start somewhere. And where we started isn't where we want to be. Where are we going? I can't say too much, but I will tell you it has something to do with outfits. And it's happening very soon.

Oh gosh I've said too much already.

As always, I love to connect about this kind of stuff. Please feel free to email me directly: or find me on Instagram.