CONTENTS VISUAL IDENTITY BRAND IDENTITY INTERPRETATION VISUAL IDENTITY / LOGO The North Face logo is based on the Half-Dome in Yosemite National Park, California. The logo of The North Face consists of a slanted quarter-circle with two lines inside and the logotype on the left side of the symbol. The font used in the logotype is very similar to a font called Helvetica Bold. The company was named for the coldest, most unforgiving side of a mountain. But The North Face legend begins, ironically, on a beach. More precisely, San Francisco’s North Beach neighborhood, at an altitude of only 150 feet above sea level. It was here in 1966 that two hiking enthusiasts resolved to follow their passions and founded a small mountaineering retail store.