 I’m Lance Reis, the owner of Kickass Designs in Portland, Oregon. I’ve been designing logos since 2010, and in that time, I’ve come to appreciate the deep connection between a brand’s story and its visual identity. Oregon is home to several internationally known brands, each with a logo that communicates both the company’s heritage and the values it stands for. In this article, I’ll share the lessons I’ve learned from Oregon’s 10 most recognizable brands. You’ll find key takeaways that apply to any organization, whether it’s a small start-up or a global corporation. Each brand has its own origin story and design philosophy, and exploring these will hopefully provide practical insights you can apply to your own brand or to a client’s project. If you want more specific details on logo design and branding, feel free to check out my blog at Kickass Designs. You’ll find resources like:
But first, let’s dig into the 10 brands that shaped Oregon’s entrepreneurial spirit and set global standards for memorable logo design.  1. Nike Founded: 1964 (as Blue Ribbon Sports) by Phil Knight and Bill Bowerman in Eugene, Oregon Notable For: One of the world’s largest suppliers of athletic shoes and apparel Logo Designer: Carolyn Davidson (1971) Logo Source: Nike’s Official Website Why Nike’s Logo Works Nike’s “Swoosh” is possibly the most recognized logo in the athletic world. Designed by Carolyn Davidson for a modest payment of $35, the Swoosh symbolizes motion, speed, and an upward trajectory. It’s a simple graphic mark that’s easy to remember and looks good on everything from a small shoe label to a massive billboard. I’ve personally driven past the Nike World Headquarters in Beaverton countless times. Seeing that Swoosh up close, you’re reminded of how an understated logo can convey dynamic energy. When you watch professional athletes on TV, that same logo stands out instantly. The lesson here is that simplicity often beats complexity. Key Lesson from Nike Focus on a single, powerful graphic element that can represent your brand. If you can convey motion, quality, or attitude with a single shape, you’re on the right track. A simple logo is adaptable to various media formats, from social media icons to product packaging.  2. Columbia Sportswear Founded: 1938 by Paul and Marie Lamfrom in Portland, Oregon Notable For: Outdoor apparel, footwear, and equipment Logo Designer: Created by an in-house team, introduced in the late 1970s Logo Source: Columbia Sportswear Website Why Columbia’s Logo Works Columbia Sportswear’s logo features a stylized diamond shape with a grid pattern. Sometimes referred to as the “bug,” it was meant to represent textile patterns and weaving, reflecting the brand’s roots in making outdoor garments. Its design stands out on jackets, hats, and especially on the small patches that appear on their gear. As someone who has designed logos for outdoor companies, I appreciate how Columbia’s iconic shape remains visible even on rugged surfaces. This shape is memorable and easily recognizable at a glance. Key Lesson from Columbia If your company relies on fabrics or materials, weaving symbolic elements into the design can reinforce what you do. Whether you design software, craft furniture, or sell apparel, referencing something directly related to your craft can give your logo a deeper sense of meaning.  3. Pendleton Woolen Mills Founded: 1863 (the family began weaving in Oregon around 1909) by the Bishop family in Pendleton, Oregon Notable For: Woolen blankets, clothing, and home goods featuring Native American-inspired designs Logo Designer: In-house design team (the brand’s script and label have evolved over time) Logo Source: Pendleton Woolen Mills Website Why Pendleton’s Logo Works Pendleton’s logo is typically presented in elegant script or as a classic serif typeface. It exudes a sense of tradition and heritage, which aligns with the mill’s history of producing woolen blankets for over a century. The brand also often includes tags featuring the words “Warranted to be a Pendleton,” emphasizing quality assurance. I visited a Pendleton store once on a trip through eastern Oregon, and the brand ambiance is very clear: they celebrate local history and craftsmanship. Their logo matches the rustic yet refined style of their products. Key Lesson from Pendleton Highlight heritage if your brand has a strong history or a longstanding tradition. This can be done through a traditional typeface, a crest, or a motto. Consumers who value authenticity will appreciate a design that speaks to your origins.  4. Tillamook Founded: 1909 as the Tillamook County Creamery Association in Tillamook, Oregon Notable For: Dairy products—especially cheese, ice cream, and yogurt Logo Designer: Updated by the design agency Pearlfisher in 2019 Logo Source: Tillamook’s Official Website Why Tillamook’s Logo Works Tillamook’s logo underwent a modernization a few years ago, but they kept the core aspects of the sailing ship and the traditional wordmark. The bold, sans-serif lettering that replaced the older, script-style text gave it a cleaner, more contemporary look, while still referencing its maritime heritage. When I sample cheeses at grocery stores in Portland, it’s easy to pick out Tillamook products from a distance. That’s because their navy-blue packaging and logo stand out among a sea of generic cheese packaging. Key Lesson from Tillamook It is possible to update a long-standing logo without discarding the elements that made it successful. Recognize the symbols or themes your customers associate with you and keep them in the design, even if you’re upgrading the overall style for a modern audience.  5. Dutch Bros Coffee Founded: 1992 by Dane and Travis Boersma in Grants Pass, Oregon Notable For: Drive-through coffee stands known for friendly service and specialty beverages Logo Designer: Early concepts by local artists; refined by in-house designers Logo Source: Dutch Bros Coffee Website Why Dutch Bros’ Logo Works Dutch Bros features a windmill in its branding, referencing the Dutch heritage of the founders. The brand colors—blue, red, and yellow—are vivid and playful, matching the upbeat vibe of their coffee stands. The windmill graphic is simple enough to be adapted to signage, merchandise, or even small stickers on cups. As someone who lives in Oregon, I see the Dutch Bros windmill sign all over the place—on highways, in small towns, and in bustling city centers. It’s the same windmill each time, reinforcing brand recognition no matter where you see it. Key Lesson from Dutch Bros Choose one symbol that captures the essence of your company’s story. If there’s a cultural or family background, find a way to reflect that in your design. Combining bright color accents and a single recognizable icon can immediately distinguish your brand in a crowded marketplace.  6. Fred Meyer Founded: 1922 by Fred G. Meyer in Portland, Oregon Notable For: One-stop-shopping retail stores (now part of Kroger) Logo Designer: Original wordmark was likely in-house; updated versions by Kroger’s design team Logo Source: Fred Meyer (Kroger) Website Why Fred Meyer’s Logo Works Fred Meyer’s logo is straightforward: a bold red wordmark spelling out the founder’s name. This no-frills approach suits a big-box retailer aiming for clarity and trustworthiness. It’s not flashy, but it’s instantly recognizable. I’ve done logo work for local retailers in the past, and I can attest that simplicity is key when your brand might appear on large storefront signs, loyalty cards, product packaging, and more. A direct text-based design saves space and money on printing, and it remains clear from a distance. Key Lesson from Fred Meyer A simple logotype can be effective if you want to underscore reliability and familiarity. If your name is already well-known, placing emphasis on it can anchor the brand in recognition without needing additional symbols or icons.  7. Harry & David Founded: Early 20th century by Samuel Rosenberg; later named “Harry & David” by his sons in Medford, Oregon Notable For: Gourmet gift baskets, premium pears, and specialty foods Logo Designer: Evolved through various in-house updates Logo Source: Harry & David Website Why Harry & David’s Logo Works Harry & David’s logo often appears as a signature-style script. This handwritten feel ties in with the personal nature of gift-giving, suggesting warmth and a personal touch. The brand’s heritage as a family business also benefits from a more traditional, cursive approach. I once received a Harry & David gift basket around the holidays. The packaging had the logo front and center in a metallic print, making the entire gift feel premium. A script logo can bring a sense of intimacy and craftsmanship to a brand. Key Lesson from Harry & David Handwritten or script-style logos convey a personal connection or artisanal vibe. They’re ideal for brands that want to appear heartfelt or rooted in tradition. However, legibility is crucial—too much flourish can make the text hard to read.  8. Dave’s Killer Bread Founded: 2005 by Dave Dahl (with his brother Glenn) in Portland, Oregon Notable For: Organic whole grain breads focusing on clean, non-GMO ingredients and social responsibility Logo Designer: Designed in-house, featuring Dave Dahl’s caricature Logo Source: Dave’s Killer Bread Website Why Dave’s Killer Bread’s Logo Works The Dave’s Killer Bread logo features a cartoonish image of Dave Dahl himself playing a guitar. It’s an unconventional choice for a bread brand, which makes it memorable. The bold typography and the edgy aesthetic stand out in the bread aisle. I occasionally share the story with my clients about how Dave’s brand overcame numerous obstacles—Dave Dahl had a troubled past but turned his life around through baking. The gritty, confident logo reflects that spirit of redemption and authenticity. The brand uses color effectively, primarily red, black, and white, to pop out visually in grocery stores. Key Lesson from Dave’s Killer Bread Personal stories can become a central part of the visual brand if executed well. If you or your founder have a compelling background, consider incorporating elements that hint at that story. An unconventional logo might turn heads and attract loyal fans who resonate with the brand narrative.  9. Voodoo Doughnut Founded: 2003 by Kenneth “Cat Daddy” Pogson and Tres Shannon in Portland, Oregon Notable For: Creative doughnuts with offbeat toppings and names Logo Designer: Conceptual art by local Portland artists; refined in-house Logo Source: Voodoo Doughnut Website Why Voodoo Doughnut’s Logo Works Voodoo Doughnut’s logo is playful, bold, and a little irreverent—exactly like their doughnuts. The pink color scheme is instantly recognizable, and the wordmark sometimes features a cartoonish voodoo doll doughnut character. This ties directly to their product offerings, while the shocking pink is eye-catching. As a Portland resident, I can’t count how many times I’ve driven by the lines outside Voodoo Doughnut’s locations. Their pink boxes have become a cult favorite, and the logo printed on those boxes has been seen worldwide in travel photos and social media. Key Lesson from Voodoo Doughnut Color can become a signature element of your brand. If you choose a shade that’s bright and rarely used by competitors, customers will quickly associate that color with your company. Combine it with a fun mascot or icon that’s relevant to what you sell.  10. Deschutes Brewery Founded: 1988 by Gary Fish in Bend, Oregon Notable For: Craft beers like Black Butte Porter and Mirror Pond Pale Ale Logo Designer: Early versions were developed in-house; subsequent refinements by creative agencies Logo Source: Deschutes Brewery Website Why Deschutes Brewery’s Logo Works Deschutes Brewery’s logo features a stylized mountain river scene encased in an oval. It reflects the brand’s home in Bend, near the Deschutes River and surrounding mountains. The design is detailed enough to show the river’s movement, but it’s not cluttered. Their packaging often uses earthy tones, underscoring their connection to nature. I’ve visited Bend for short vacations, and the surrounding landscape is breathtaking. Deschutes Brewery captures that spirit with a logo that invites you to think of clear rivers, good times, and local craft. It also reproduces well on bottle labels, tap handles, and merchandise. Key Lesson from Deschutes Brewery If your location is integral to who you are, reflect it in your logo. Connecting your brand visually to a specific place can foster loyalty among local customers and intrigue outsiders looking for something tied to a particular region. Bringing It All Together Oregon has an impressive roster of companies that have built strong brand identities. The key threads that connect all these logos include:
A logo is more than just a symbol—it’s often the first interaction a customer has with your brand. This is why I emphasize the importance of unique, custom designs over stock images or automated (AI-generated) solutions. If you want to explore these topics further, have a look at:
My Personal Anecdote as a Portland-Based Designer I’ve had the chance to drive by some of these headquarters, chat with local business owners, and even redesign logos for smaller brands with big ambitions. One thing I’ve consistently seen is that genuine pride in your product or service can and should be reflected in your logo. Whether you brew craft beer, roast delicious coffee, make pastries, or create the next athletic brand, your visual identity should be something that feels authentic to who you are. FAQs 1. How do I know if my logo needs a refresh? Look at whether your logo still appeals to your target audience and represents what your business does. If it feels dated or no longer aligns with your offerings, consider updating it. Here’s a quick read: 4 Reasons to Update Your Logo. 2. Are script fonts or handwritten logos harder to scale? They can be, because too many flourishes become illegible at smaller sizes. Keep the handwriting style clean and ensure that it retains clarity even when reduced. 3. How important is color choice in a logo? Color triggers emotional responses and helps with brand recall. A well-chosen color palette can set you apart. Check out Color Psychology in Logo Design & Branding for more details. 4. Should I consider a symbol, or is a wordmark enough? It depends on your brand name and your vision. A strong wordmark may work fine if your name is short and easily recognized (like Fred Meyer). A symbol may help if you want something that can stand alone without text (like Nike). 5. Can I design a logo myself if I’m on a tight budget? You could, but be cautious. A poorly designed logo can create the wrong impression. For a deeper comparison, see DIY Logo Design vs. Hiring a Professional. 6. What if my business doesn’t have a noteworthy founder story? Not every brand needs a well-known founder to create a powerful logo. You can highlight other brand elements—like product focus, location, or a unique selling point. 7. How do I keep my logo consistent across different mediums? Create brand guidelines that specify your logo’s color codes, placement, and spacing. This ensures your logo looks correct on everything from your website to physical merchandise. 8. How often should a company update or change its logo? There’s no fixed schedule, but every 5 to 10 years, many brands evaluate whether minor tweaks or a refresh might be necessary. Some companies keep their logos almost the same for decades if it still serves them well. 9. Is it ever risky to do a big logo overhaul? Yes. People often form deep attachments to familiar logos, so big changes can alienate loyal customers. Gradual changes or “brand evolutions” are often safer and more effective. 10. Where can I find more information about effective logo design principles? Check out Principles of Effective Logos or consult with a professional logo designer who can tailor advice to your specific needs. Final Thoughts Oregon’s most notable brands share a commitment to authenticity, local heritage, and thoughtful design choices. Each logo tells a story about the company’s origin and values. Whether you’re looking to reinvent your current logo or launch a new brand altogether, use the examples of Nike, Columbia Sportswear, Pendleton, Tillamook, Dutch Bros, Fred Meyer, Harry & David, Dave’s Killer Bread, Voodoo Doughnut, and Deschutes Brewery as inspiration.
When you’re ready to create or refine your logo, keep in mind these core lessons:
If you have more questions or want help with a new logo, I’m here to assist. You can find out more about custom, cost-effective logo design services at Kickass Designs. I’ve been serving local Portland businesses and clients across the U.S. since 2010, and I’d be happy to help your brand make a strong, unforgettable impression.
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AuthorLance Reis CEO of Kickass Designs Archives
February 2025
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