January 04, 2024 2 min read

strafe logo progression

If you've been paying attention, you've likely noticed a new Strafe logo. First appearing this past Spring/Summer, and now present throughout our Winter line, the new logo reflects the evolution of our brand and product.

In 2009, starting with a small team at the base of Aspen Highlands and a few dedicated products with innovative fabrics, Strafe integrated technical performance and a freeride emphasis. The first logo was a quick sketch from John, reflecting the ski fast ethos that birthed products like the Sickbird Suit and the original Cham Kit.

As we grew, adding more categories and including women's specific products, our commitment to becoming a 'legit' brand led to the updated angular mountain outline with the two swooping breaks.

Today, our polestar remains, creating technical performance for the mountains. However, like our community, we've embraced a much broader range of passions and approaches.

"The main objective with rebranding was to simplify...it is now reflecting the progression and evolution of Strafe, becoming a year round, 4-season brand." - Pia Halloran

"Strafes' mountain logo evolved from having a fairly complex look, consisting of 3 separate pieces depicting a mountain outline and ski tracks, to a more simplified version. The main objective with rebranding was to simplify, while ensuring the new logo didn't look too different from the original; the mountain outline stayed the same but instead of being purely winter focused (ski tracks), it is now reflecting the progression and evolution of Strafe, becoming a year round, 4-season brand." - Pia Halloran, Strafe VP of Product and Design

The new logo embodies our dedication to simplicity, functionality, and timeless design. The clean lines and modern aesthetic represent the quality and craftsmanship of our products. We believe this new logo is a reflection of our growth, evolution, and the trust you have placed in us as your go-to brand for technical mountain performance.

Evolving Strafe showrooms exterior signageEvolving Strafe Showrooms exterior signage.

On behalf of our entire team, we would like to thank you for your support and for being a part of our journey. We look forward to many more adventures and evolutions with you.


John and Pete Gaston scouting a backcountry lineJohn and Pete Gaston, Strafe co-founders. Photo: Ted Mahon.


"... evolution, change, growth, progression... this is how I feel about the mountain logo transformation." - Pia Halloran


moody highlands bowl scenic and top of the bowl signOur backyard and continual inspiration: The Highlands Bowl, Aspen Colorado. Photos: (Left) Tamara Susa, (Right) Whit Boucher.

backcountry climbingStrafe for winter adventures. Photos: (Left) Jake Burchmore. (Right) Kyle Lieberman.

hikers in strafeAnd for all seasons! Photos: Tamara Susa.