If you’ve been following Chimney Trail for the last 6 months, you know how excited we’ve been to bring you some pretty awesome things - our new website, our Summer Summit Waypoint, and all our new gear.
So here we are. Excited to keep that momentum going by announcing the launch of our new logo.
Our team worked with TJ Norris of Norris Design Company to create a cool new logo that captures our Chimney Trail mission to help you raise strong, happy kids by providing the tools, support, and inspiration you need to get outdoors with your family.
It’s one that we’re proud of, one that represents who we want to be for you, and one that looks pretty sweet on t-shirts and beanies.
Our first logo was created before we officially launched back in 2017. We loved our old logo. It’s part of who we are. It was classic, authentic, and defined our commitment to bring you along on the journey of life.
But just as your family grows, the Chimney Trail family is growing and changing as well. Already in 2020, we’ve added 4 new employees, introduced 22 Waypoints, and partnered with countless more brands. Our company has grown and evolved these last couple years, and we felt it was time for a change.
We wanted to refresh our logo to reflect who we are today and look ahead to our future.
As with any logo, we wanted it to convey everything our company stands for. We wanted everyone to know that Chimney Trail is a young, fresh company with a team committed to sharing our love of the outdoors and leading you in a trusted direction toward raising strong, confident children.
We wanted to make it clear this is a strong, but accessible community that anybody can join.
You have a finite amount of time with your children. That’s how we see it. A finite amount of time to provide them with everything they need - the inspiration, confidence, and tools - to live life with a happy heart.
But there’s also an unknown amount of distractions, interruptions, and separations that will snatch away the precious time you have together. We know: we're a veteran-owned company. Our military service has taken us all over the world and, necessarily, away from our families.
In fact, this whole project was initially designed to help service members returning home to reconnect with their families following long periods of absence and stress. Chimney Trail is here to help you overcome these obstacles.
So we did the research. We asked childhood development professionals. From the US Department of Defense, the Department of State's Moral, Welfare, and Recreation Programs to the University of Stanford, as well as what worked in our own lives, to discover:
Their answer was the outdoors. Their answer kept being the outdoors. Get outdoors with your kids. Go on adventures, explore life together. It’ll teach them resilience and build your relationship.
That’s why the main image in our logo is a tree - to show our love of the outdoors and show our commitment to getting you outside to enjoy it. You’ll notice it’s actually two trees, a smaller one inside a bigger one to represent the relationship between child and parent. We’re here for your family: the parent that’s always loved the outdoors, but now needs to know how to do it with their kids; the parent that never really went for a hike, but so deeply wants to start new traditions with the family and get their hands dirty together; the parent that is wary, but wants to begin the adventure and experience life with their kids through the great outdoors. We’re here for every type of family.
For us at Chimney Trail, it’s not just about getting outside, though. It’s about doing it in a thoughtful, well-executed way that shows our children how to set a goal, gather our tools, and carry out a plan. Success means learning something new while having a lot of fun.
That’s why it’s been our mission to provide you with a new Waypoint each week to help you make the most of your time with the kids. Waypoints are activities clinically vetted by childhood development experts to help you build stronger relationships with your children, create transformative memories, and give your kids the resilience they need to thrive.
The Waypoints have become something special. We began with fun, one-off activities you can do at home in the afternoon, like making s’mores with the sun or tying essential knots. Then as Chimney Trail grew, we released our latest Summer Summit Series where we planned out 12 unique and consecutive Waypoints. Over three months, we built up your library of camping knowledge to to finish the summer off with an epic car camping trip.
This fall, we’ll bring you another Summit Series, we’re dubbing “Feast in Nature.” We’re going to show you how to use all that nature gives us to nourish your family in the outdoors, from growing your own herbs and veggies to purifying your water to catching and cooking a fish. We’re really looking forward to it, and you’ll hear and see all about it come Labor Day.
In addition, we’re continuing to build close, trusting relationships with outdoor adventure and gear companies to bring you the best gear for hitting the trails and experiencing the great outdoors. We only store gear in our shop that we personally find perfect for our kids.
We are also continuing to build our network of expert family adventure travel guides, including many vetted by the US Department of Defense and Department of State’s Moral, Welfare, and Recreation programs. Our goal is to provide you with the best resources for getting outdoors and building resiliency through fun and exploration.
It’s that combination of waypoint instructions, gear recommendations, and vetted adventure guides we provide to give you direction that led us to include a compass as the next focus of our logo. The three points represent our three offerings, and the fourth, pointing north as represented by the treetop, shows how it all connects back to nature and actually getting outside to spend time with your kids. Our compass always points to nature and time with our kids.
Starting today, you’ll see the new logo on all of our visuals: our website, our Instagram, even some cool new gear. It’s still us. A better us. A more recognizable us.
It's time to give you and your family the confidence to embark on any of life’s adventures. Give ‘em something worth remembering.
Look for opportunities to win some of our fresh new gear showing off our new logo on our Instagram @chimneytrail.
If you’d like to learn more about the design from Norris Design Company,check him out here.