Big Cartel specializes in showcasing individual artists – “an army … coming together for the benefit of all — a creative revolution of sorts” – is how they define it. With this in mind, they set out to create a new logo that would enforce this idea; a defining symbol to go with their wordmark.
They were drawn to the image of an arrow, specifically the feathery end called the fletching. Identifying with the fletching’s stability and subsequent steering of the arrow in the right direction, it rang true with how they wanted to define their company.
We started exploring ideas for this new symbol, we kept that idea in mind, sketching up various military symbols, hands, monograms, and the occasional sly pack animal.
After roughly a bajillion sketches, we started to gravitate toward the image of an arrow, specifically the feathery bit on the end called the fletching. The fletching is the device that helps stabilize an arrow and keeps it pointed in the right direction: you aim and fire, and it’ll help steer you to your target. The more we went down that road, the more connection we felt to both the meanings and the look of the fletching.
We’re excited to get this mark out there and you’ll notice it popping up in more and more places. To us, it stands as a symbol for something we’re very proud of: giving artists the tools they need to make money doing what they love.