The Independent Trucks logo, a staple in the skateboarding world, has been the subject of debate for years. Its resemblance to symbols used by the Nazis has sparked controversy, leading some to question whether a rebrand is in order. While some argue the symbol’s significance predates and transcends its use in WWII, the discussion around a potential Independent rebrand remains relevant. This article explores what a reimagined Independent logo could look like, drawing inspiration from various designers who have tackled this challenge.
The origins of the Indy logo are well-documented. Designed by Jim Phillips, the concept emerged from a rounded version of the iron or Maltese cross. Despite initial concerns about its Nazi associations, Phillips was able to persuade his bosses after finding a photo of the Pope wearing a similar cross. This iconic image has since become synonymous with Independent trucks, adorning everything from baseplates to tattoos.
Regardless of personal opinions on the logo, it’s undeniable that it can evoke negative connotations for some. While we can’t know the NHS marketing department’s plans, it’s fascinating to see how designers are reinterpreting the Indy logo, and what the future might hold if Independent decided to explore new branding ideas.
Indy Rebrand Header
Designer Perspectives on a Potential Rebrand
Several designers have taken up the challenge of reimagining the Independent Trucks logo, offering diverse and creative solutions.
Myles Thompson
Myles Thompson focused on capturing the feeling of independence on a skateboard. His design resembles a giant hill bomb on an open road, an experience relatable to many skaters. Thompson cleverly incorporates a road and a star/sun, also forming the letter ‘I’ for Independent, creating a logo that’s both visually appealing and meaningful.
Myles Thompson Indy Rebrand
Rob Marohn
Rob Marohn approaches the rebrand with the mindset of small tweaks rather than a complete overhaul. He emphasizes that Independent’s name doesn’t need to change, but the logo within the lockup should. Marohn researched old symbols similar to the iron cross and found the Dwennimmen, an Adinkra symbol meaning “ram’s horns”. This symbol represents strength and humility, offering a way to address the logo’s problematic associations while maintaining the brand’s core identity.
Rob Marohn Indy Rebrand 1
Rob Marohn Indy Rebrand 2
Mike Burrill
Mike Burrill envisions a forward-looking Independent, with a new icon representing a star instead of a cross, symbolizing rising above. This icon signifies inclusivity, expanding in all directions, and embracing all people. He introduces the tagline “RISE ABOVE,” reflecting a move beyond hatred and oppression, along with a new typeface and a color scheme that references the orange of Independent’s bushings.
Mike Burrill Indy Rebrand 1
Mike Burrill Indy Rebrand 2
Adam Abada
Adam Abada takes a straightforward approach, suggesting using the truck itself as the logo. He believes trucks are a heavy-duty piece of hardware and admires their resilience. Abada emphasizes the truck’s angular form, a bold and obvious logo that doesn’t try too hard, reflecting a pragmatic view of the brand.
Adam Abada Indy Rebrand
Anthony Pappalardo
Anthony Pappalardo’s approach focuses on completely disregarding the brand’s origins and instead concentrates on what it means to be “independent.” He draws inspiration from African-American graphic designers like Emmett McBain and uses a color palette inspired by African-American heritage. Pappalardo introduces the number “78,” a nod to jazz and blues records and the year Independent was founded, adding layers of historical and cultural meaning to the rebrand.
Anthony Pappalardo Indy Rebrand 1
Anthony Pappalardo Indy Rebrand 2
Allan Khorsheed
Allan Khorsheed aims to distance Independent from its traditional “bowl barnacle and trucker hat vibe” by proposing a full rebrand. He transforms the iron cross into a red flower and incorporates fun illustrations for sticker graphics. This approach, while potentially offensive to Indy loyalists, highlights the possibility of a playful and DIY-inspired aesthetic, pushing the brand in a completely new direction.
Allan Khorsheed Indy Rebrand 1
Allan Khorsheed Indy Rebrand 2
Kendall Rumph
Kendall Rumph’s rebrand incorporates an Ashanti Adinkra stamp of two crocodiles with a common stomach. This motif represents cooperation and interdependence, symbolizing that heritage can be impactful without being hateful. It’s a thoughtful approach that seeks to bring meaning and positivity to the brand through cultural awareness.
Kendall Rumph Indy Rebrand
Mike Fagan
Mike Fagan’s goal is to reshape Independent by giving the entire image a makeover and rewriting the narrative. He suggests a name change to “Indy”, to further shed connections to the brand’s past. Using basic forms, like circles, he reinforces the idea of trucks while simplifying the composition, creating a modern yet recognizable aesthetic.
Mike Fagan Indy Rebrand
Conclusion: The Future of Independent’s Identity
The Independent Trucks logo, while iconic, carries historical baggage that warrants discussion. The designers featured here showcase the possibilities of a rebrand, offering creative solutions that are not only aesthetically pleasing but also resonate with the brand’s core values. Whether Independent chooses to rebrand or not, these exercises in design remind us of the power of visual language and its ability to shape a brand’s identity.
The diverse perspectives presented by these designers highlight that a rebrand isn’t just about changing a logo; it’s about evolving the brand’s story and message. It’s up to Independent to decide if they’ll continue to embrace their established identity, or if they’ll embark on a new path, and perhaps explore some of these fresh and interesting takes on their branding.
