Huckberry is a menswear brand founded in the summer of 2010. They’re the rare success story of a set of friends, Andy Forch and Richard Greiner, who quit their jobs, start a company, and live awesomely ever after.

The previous logo was designed by Australian based designer Jimmy Gleeson. But has since been redesigned with the logo above.

Their current typeface logo combination made me ask questions about design choice. They didn’t choose traditional “outdoorsy” colors, brown or green for this iteration. They chose a navy (#293b49)

Why #293b49? A symbol of the the night sky? A representation of cool lake water?

Then there’s the fir (we’ll go with a fir tree for now). Why the small part on the left side of the trunk?

Is it a symbol of making one’s mark in the world? A reminder to keep one’s axe sharp?

Despite all my existential logo questions, what makes this logo-typeface combination a head-turner is its simplicity. Simple shapes. Simple color. Effective.