Logo Histories

Logo Histories

Esprit, 1978

A sunniness straight from California – John Casado’s 1978 logo and Doug Tompkins, Tamotsu Yagi, Oliviero Toscani and Roberto Carra’s corporate identity for Esprit.

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Richard Baird
Feb 24, 2026
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John Casado’s 1978 logo and Doug Tompkins, Tamotsu Yagi, Oliviero Toscani and Roberto Carra’s corporate identity for Esprit.

Esprit was founded in 1969 by Susie and Doug Tompkins. The duo set out to create a lifestyle brand that would harmonise with the spirit of the time. Their approach was distinct, employing a 'mix and match' post-modernist approach that used colour, pattern, shape and style in complementary and contrasting fashion across a diverse range of products for ‘t…

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