Backpack Logos, Brand Identity, and What Really Matters When You Start Manufacturing

Backpack Logos, Brand Identity, and What Really Matters When You Start Manufacturing

Thinking about launching your own backpack brand but stuck on the logo? You’re not alone — and honestly, you’re not behind either. At The Idea Lab, we help brands design and manufacture backpacks every day, and we’ve seen brilliant ideas born from napkin sketches. If you’ve got a vision, we’ll help you build it.

Get in touch to talk through your backpack design – design@idealabgz.com

Let’s Talk Logos: More Chill Than You Think

If you’re deep in the early stages of designing or producing a backpack — especially out here in the Far East — you might be tempted to get stuck on your logo. What should it look like? Does it need to scream “adventure” or “sustainability”? Is it even memorable?

Let’s relax a second.

In this post, we’ll look at a few of the most well-known backpack brands, break down what their logos actually do (or don’t do), and explain why the logo you’re stressing over is probably just fine.

Because here’s the truth: a logo doesn’t build a brand. What you do with the product — and how well it serves people — does that.

Backpacks Are a Big Deal — No Matter What the Label Says

The backpack industry is enormous. It creates roughly 6.1 million jobs globally and contributes to an estimated $650 billion in annual revenue across fashion, outdoor gear, tech accessories, and education sectors. Whether you’re heading into a boardroom, onto a hiking trail, or into a middle school classroom, chances are there’s a backpack involved.

They’re functional, they’re personal, and they show up everywhere — which is probably why the pressure to “get it right” when launching your own brand can feel overwhelming.

Let’s look at three powerhouse backpack brands — and why their logos are… well, kind of average.

The North Face – A Cold, Bold Classic

You can’t talk backpacks without talking about The North Face. Founded in 1968 by Douglas Tompkins, the brand launched in San Francisco and has grown into a global icon. With over 70 retail stores across North America and Europe, their outdoor gear — and especially their backpacks — have become synonymous with toughness and reliability.

Their logo? Incredibly simple.

Three blocky words and a minimalist arch representing Half Dome in Yosemite. It’s neat, tidy, and functional — just like their gear. But is it visually groundbreaking or clever? Not really.

The genius is in the name. “The North Face” evokes cold, north-facing mountain slopes — the toughest and least forgiving terrain. The logo reinforces that story. But the truth is, it’s the products that made people care, not the logo.

Osprey – Legendary Name, Meh Logo

Another big name in the backpack space, Osprey was founded in 1974 in California and has since developed a reputation for premium-quality, long-lasting backpacks — particularly in the hiking and travel space.

The Osprey name is powerful: you immediately picture a fierce raptor, swooping over lakes and nesting on cliff edges — strong, agile, adaptable. Their gear reflects those qualities.

The logo? It’s fine. A stylized bird, some wings, a bit of typography. Not bad, not iconic. But ask anyone who owns an Osprey backpack what they think of the product, and you’ll get a very different (and glowing) review.

Durability is the brand’s true calling card — not the logo.

JanSport – The Ubiquitous Urban Uniform

Ah, JanSport. If you went to school between 1980 and now, chances are you either owned one or borrowed one. The brand was founded in 1967 by Murray Pletz and named after his wife, Jan. They’ve become one of the biggest players in the backpack space — and share company DNA with The North Face (both are now owned by VF Corporation).

The logo? Big, blocky letters in red and navy. Honestly, it’s not exactly striking.

But over time, the brand’s success has made the logo iconic, even if it didn’t start that way. JanSport became part of the cultural aesthetic: college campuses, skate parks, and city sidewalks alike. It wasn’t marketing — it was momentum.

The lesson? Recognition comes with time and ubiquity, not graphic wizardry.

Your Logo Isn’t the Dealbreaker — Execution Is

So why are we talking about logos?

Because if you’re designing your own backpack, you might be spending weeks agonizing over typefaces and mascots and whether to include a mountain silhouette or a lightning bolt.

And the truth is: none of these big brands nailed it from day one.

In fact:

• Their logos are mostly simple

• Their product quality did the heavy lifting

• They leaned into their story, not just their design files

Which means you don’t need to have a perfect logo today. You need a product that solves a real need, and a partner who can help you build it.

Even a name like Dryoff Hikes could be your breakout brand. Don’t overthink it.

China: Where Most of These Backpacks Are Already Made

This may sound obvious, but let’s say it anyway: all these major brands — JanSport, Osprey, The North Face — manufacture in China. And they have for a long time.

So if you’re still carrying around the idea that “China = cheap and low quality,” you’re stuck in a 2003 mindset. China has long since evolved into one of the most capable, quality-focused backpack manufacturing hubs in the world.

You get:

• Global-scale material supply chains

• Competitive pricing

• Skilled labor

• Rapid development cycles

• And… yes, decent coffee near most of the good factories now too

So stop worrying about whether your product will be “lesser” if it’s made in China. The same lines that make backpacks for the world’s biggest brands could be producing yours.

Worried About Copycats? Here’s the Deal

Another common concern: “If I show a factory my logo or idea, won’t they steal it?”

Answer: Not unless it’s worth millions. Most factories are busy making what they’re paid to make — they’re not in the business of launching their own brands. IP theft still exists (especially at trade fairs), but your startup logo isn’t likely to be a target.

If you’re serious, use vetted partners, and put your energy into executing your product well — not locking up your napkin sketch behind legal walls.

So What Should You Focus On?

Here’s where to spend your time instead of fussing over logo tweaks:

• Define your target customer

• Clarify the primary function of your backpack (commuting? hiking? camera gear?)

• Make sure the materials and construction reflect that use

• Create a clean, functional design — your logo can evolve with time

• Partner with a factory or sourcing team that understands your goals

That’s it. You don’t need to do everything. You just need to do something — and start.

The Idea Lab Can Help You Build the Right Pack

If you’ve got a design idea, a half-finished logo, and a pile of unanswered questions, talk to us.

We’re a design-focused backpack manufacturer based in Guangzhou. We work with entrepreneurs, Amazon sellers, designers, and even the occasional side hustler with a sketch and a dream. We’ve been there — and we’ve helped many get from “kind of an idea” to “500 units delivered.”

Let’s help you do the same.

Whether you want to prototype your own design, modify a proven one, or test out small batches before going big…

Get in touch to discuss your backpack design – design@idealabgz.com