Ace Hotel by Nick Child

Deus Motorcycles by Tim Jones

Vice by Jason Kaufman

Band Of Outsiders by Danielle Podeszek

Dollar Shave Club by Steve Broderson

Fab by Clay Gibson

Freeman’s Sporting Club

Brooklyn Brewery by Shannon Adams

Dogfish Head Beer by Shannon Adams

Intelligentsia Coffee by Bobby Oakley

Brooklyn Nets

Sight Glass Coffee by Clay Gibson

St. Archers Beer by Shannon Adams

Urban Outfitters

Warby Parker by Clay Gibson

Poler Stuff by Tim Jones

State Bicycles by Nick Child

Mast Brothers Chocolate by Tim Jones

Best Made by Tim Jones

Co.Design

19 Hipster Logos Rebranded As Evil Corporate Doppelgängers

What would the Dogfish Head logo look like if it were as mainstream as Miller Lite?

What would the brands most popular among hipsters look like if they were recreated in the style of their corporate counterparts? What if Intelligentsia Coffee's logo looked like Starbucks's, or Best Made's like Home Depot's? These cleverly redesigned logos by Kentucky marketing and design firm Cornett imagine what the branding landscape would look like in an alternate world, where skinny jeans, thick frames, and microbrews are the mainstream.

According to Cornett's Whit Hiler, the project was originally inspired by artist David Rappoccio's illustrations of NFL logos as hipsters, as well as this guide to creating your own hipster logo. Cornett thought it would be a fun exercise to do the opposite: redesign hipster logos in the soulless, mainstream style of the analogous corporations they consider antichrists.

To do that, Cornett's nine designers settled on about 19 logos they thought reflect hipster aesthetics, and reimagined them as the logos of their most obvious mainstream counterpart. The Dollar Shave Club becomes styled after Gillette, Fab takes on the look of the Target logo, bottles of Dogfish Head start looking an awful lot like Miller Lite, and so on. "It was really funny and kind of painful to see them transformed into these corporate giants," Hiler says.

Finding some pairings was more challenging to the team than others. Eyewear house Warby Parker almost got paired with a very different optical company. "With Warby Parker initially one of our designers transformed them into Oakley," Hiler says. In the end, LensCrafters seemed like a much more horrifying (and on-point) pairing.

As an Easter Egg, Cornett also decided to include the Urban Outfitters logo as both a hipster logo and a corporate logo. After all, as a company, Urban Outfitters really is its own schizophrenic doppelganger.

But what makes a logo hipster to begin with? "Most of the "hipsterish" brands are fairly young brands, and their logos reflect current design trends: they are simple, use limited color palettes, flat design, and so on," Hiler says. "On the other hand, most of the 'corporate' brands are a little older and their logos are reflective of design trends that were popular during the time they were created."

Of course, give any of these "hipster brands" 50 years to get entrenched, and they'll become the very brands they currently despise. Just imagine what this list would look like in 2064, when Dogfish Head has crushed the rest of the nation's microbreweries under heel and made 90 Minute IPAs the Bud Light of the 21st century. Hey, it could happen!

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8 Comments

  • Emerson Wilshier

    I agree – enough meaningless design student observations masquerading as social commentary, please.

  • Gertrud Efmack

    Just as Lois implied I'm shocked that a person able to earn $7362 in 1 month on the internet . go now====>> www FISCALPEN com

  • Christopher McLaughlin

    Not to be a hater, but these 'rebranded as' logo articles are getting pretty redundant on FastCo. I can't image how many great stories get pitched a day and yet we see, 'What if Apple was a metal band', 'What if Home Depot was a Hipster', 'What if Microsoft had a soul'?

  • Jason Bolton

    I guess sometimes being a hipster and being a hophead intersect. I don't really know any of the other brands, but i love Dogfish.

  • Bruce Larson

    You... Huffpost, must fill your ranks with these idiots.

    Define what a "HIPSTER" is and is not please.

    I'm from the Pacific NW. That term has been a part of popular culture in Portland Oregon for decades before you nescient hipster/wannabes at Huffpost online ever existed...

    It's not a compliment.

    HIPSTER = DOUCH BAG HIPSTER = POSER HIPSTER = PHONY HIPSTER = UNORIGINAL WANNABE

    Try practicing REAL journalism. Try for once to be unbiased and objective.

  • Erik Arthur Smith

    That term has been part of popular culture in the entire US since the 40's. The world does not revolve around Cascadia, and hipsters are not endemic to it. It's just that you don't have anything else worth mentioning. Congrats.