Noticing that Eddie Bauer as a brand didn't have a strong logo like their competitor, The North Face, I set out to design a simple yet descriptive logo. I started in black and white to get my shapes and negative space correct. I then added color, drawing on Eddie Bauer's fame for being an authentically American brand. I used red, white, and blue, drawing on their history as sponsor of the first American ascent of Mt. Everest. I used the outline of Everest because obviously it’s any mountain climbers pinnacle. It is the behemoth of mountains, paralleling Eddie Bauer's attempting to regain the title of most recognized brand of the outdoor apparel industry. It makes sense to associate Eddie Bauer with the most impressive mountain on the planet.