There was no thought at the beginning of the project that it would include a Browning logo redesign, but very soon Bailey realized that the acceptance of the insignia required a strong association to the Browning brand in order to be able to stand alone on the breast of a Browning garment as Browning identification. (The second project received was to produce the 1978 Browning Centennial catalog.) Immediately, after the 1977 sales meeting, Vern Peterson, Browning marketing manager, (second in command under Williams) gave the in-house agency its first project – come up with an insignia to embroider on Browning clothing. Bailey was hired as the in-house agency’s first art director in July 1977. By this time the issue had become a constant, almost nagging theme at the sales meetings for several years.Ĭoincidentally, just prior to the 1977 sales meeting, Browning released its ad agency in Salt Lake City, Utah, and formed an in-house agency called Mountain Green Advertising. Browning needed an appealing insignia like this, they argued. They attributed the Izod success to the appeal of the little alligator insignia embroidered on the pocket or just above the pocket. Invariably, whenever the clothing discussion came up, the salesmen always pointed to the example of the Izod shirt, which was a hallmark in those days. The clothing line was very small in 1977, and the pressure was on to expand its acceptance. We are sure you'll be seeing it around another 60 years and beyond. the now legendary symbol for the past 40 years. The beginning of the second 100 years was started with the introduction of the Buckmark logo. The Buckmark logo was designed in the fall of 1977 by Browning's advertising art director Don Bailey and was introduced in Browning literature and advertising as quickly as possible to be part of the 1978 Browning Centennial celebration.įor the first hundred years Browning was identified by the vintage Browning logotype. In the history of Browning, the Buckmark is a fairly recent addition. In recent years it has gone beyond Browning itself to represent an authentic "outdoor lifestyle" embraced by millions of people in North America and around the world. Over the years it has become deeply rooted in Browning culture, being displayed not only on Browning products, but by Browning enthusiasts on trucks, equipment, ATVs, airplanes – just about any place you can think of – as a personal show of brand loyalty.
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