The North Face ditches atom logo after fierce dispute

The North Face
(Image credit: The North Face)

Apparel brand The North Face has discontinued its use of the atom-like motif that was hotly contested by street artist Futura in January of this year. The controversial design formerly appeared on The North Face's 2019 range of waterproof clothing, named 'FUTURELIGHT', not to mention in a $20 million advertising campaign. 

According to the lawsuit filed by Futura, the North Face's choice of name and 'almost identical logo', 'purposefully invoked [Futura] in order to suggest an association with him'. Perhaps The North Face should have looked elsewhere for logo design inspiration, because the brand has now ditched the design out of "respect to the artist".

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Georgia Coggan

Georgia is lucky enough to be Creative Bloq's Editor. She has been working for Creative Bloq since 2018, starting out as a freelancer writing about all things branding, design, art, tech and creativity – as well as sniffing out genuinely good deals on creative technology. Since becoming Editor, she has been managing the site on a day-to-day basis, helping to shape the diverse content streams CB is known for and leading the team in their own creativity.