Pentagram's new identity for denim label Hiut embraces its Welsh heritage (4 minute read) (opens in new tab)

Founded in 2011, Hiut Denim Co. was created to revive the denim-making heritage of Aberteifi (Cardigan), Wales, after local jeans production moved overseas. To better reflect its roots and craftsmanship, the company worked with Pentagram to develop a new visual identity centered on the factory, its workers, and the surrounding landscape. The redesign includes a refined wordmark that incorporates Aberteifi's Welsh name, an updated owl logo, a typography system combining industrial and handcraf...