Saddle Up

Jockey, the folks that invented men’s briefs in the 1930s have undergone a rebranding. What has traditionally been seen as a men’s underwear company (they didn’t start selling women’s undergarments until 1982) is now going gender-neutral. Their old logo was an actual horse jockey complete with cap although the name jockey was a reference to jock-strap which was the inspiration for their breakthrough underwear design. The new logo is an attempt to be a bit more of a fashion brand and before reading about it, it seemed to me that the mark had a free and stretchy motion to it, almost like seeing someone twirl around from overhead. It also has a woolmark-like feel to it which is good and may have been a selling point when looking at competitors and analogous brands. The