Yeti’s logomark is its best brand asset. It just got rid of it in a new ad

The clever concept shows the limitations of a simple, sans-serif logo.

Yeti’s logo is simple: just its name written in an all-caps sans-serif font, placed within a rounded rectangle. But to speak to new consumers, they’re getting rid of the one element that gives it brand recognition.

In a new campaign created in collaboration with Wieden Kennedy Portland, Yeti deleted the “Yeti” in its logo to make room for other four-letter words, like “Hike,”........

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