Yeti's logomark is its best brand asset. It just got rid of it in a new ad

"Yeti's logo is simple: just its name written in an all-caps sans-serif font, placed within a rounded rectangle. But to speak to new consumers, they're getting rid of the one element that gives it brand recognition. In a new campaign created in collaboration with Wieden+Kennedy Portland, Yeti deleted the "Yeti" in its logo to make room for other four-letter words, like "Hike," "Surf," Golf," "Fish," "Hunt," and "Snow.""

"They're all written in the Yeti brand font, which closely resembles the bold grotesque sans serif Archivo Black. For the company, which was founded in 2006 and marks its 20th anniversary this year, it's about broadening its reach. The word variations associate the cooler maker with more than just making coolers-which makes sense, considering the fact that Yeti also sells bags, drinkware, kitchen items, dog gear, and apparel."

"The campaign is set to go up across digital and out-of-home advertising in big cities like New York and Los Angeles, and at sporting events including the FIFA World Cup 2026, PGA Championship, and NCAA Division 1 Women's Lacrosse Championship. There, mobile billboards will use four-letter words specific to each event. Yeti Holdings said in its February earnings call that its net sales had risen 5% year over year, driven by growth in areas like drink wear and international sales. It's also doubling down on bags."

"It's a period of expansion for the company-and so for the first time, Yeti sought outside creative help. The company released its first-ever ad with an outside agency, also with Wieden+Kennedy, last year. Its newest ad, "Four Letters, " gives the brand the urgency of a Nike or Gatorade commercial. It's also meant to help the company achieve its goal of reaching young consumers, women, parents, and sports participants and enthusiasts, Yeti says. The new campaign gives the brand the flexibility to tailor its outreach to each target group's interests b"

Yeti’s logo uses its name in all-caps sans-serif within a rounded rectangle, but a new campaign removes the “Yeti” element to make space for four-letter words. The campaign features words such as Hike, Surf, Golf, Fish, Hunt, and Snow, set in the brand font resembling Archivo Black. The approach aims to connect the company with activities beyond coolers, reflecting its broader product range including bags, drinkware, kitchen items, dog gear, and apparel. The campaign runs across digital and out-of-home placements in major cities and at sporting events, using mobile billboards with event-specific four-letter words. Yeti reports net sales growth and increased focus on drinkware and bags, while targeting younger consumers, women, parents, and sports participants.

Read at Fast Company