As with all things in life, evolution is inevitable. Especially in this dynamic and ever-changing world. For most businesses it’s a case of evolve, or die. This can be seen for advancements in technologies such as cash to credit card, then the introduction of the debit card. Businesses today have learned the hard lesson of “take debit or lose a customer”
Barefoot Bushcraft is no different, and is forced to evolve and change in order to compete in an ever growing, and changing market.
The story of our logo begins many years ago. The original logo evolved from the concept that teaching primitive skills, survival and ancestral skills connected one to the earth around them, and helped them become one with nature. Most primitive cultures in temperate climates went barefoot. Shoes are a relatively modern invention being only about 10,000 years old. Human origins have been traced back to about 200,000 years. Humans have been wearing shoes for only about 5 – 10% of their existence on earth. At this very moment, of the billions of people on earth, there is a large percentage of the population which does not wear shoes.
Tribalism, ancestral skills, and going barefoot go hand-in-hand.
2012: Barefoot Bushcraft was started under the name Wolfmaan Outdoors and the footprint with two crossed knives symbolising bushcraft and outdoor education. We were quickly advised that photographs of knives caused emotional distress in some individuals and the logo was changed.
2013: Wolfmaan Outdoors was re-named Barefoot Bushcraft with the addition of several founders including David Venture, Dean Chemerika, Chuck Riddell and board of director advisors like David Arama of Wilderness Survival School. The footprint logo lost the knives and took on a primitive, stylised logo which represented the human connection to the earth.
2019: With being forced to move several times, confusion as to the organisations address ensued with clients. In May 2019, It was decided to create “New location, new name” to reduce the amount of confusion clients faced when trying to find our location. The company was changed to Wolfmaan Outdoors, again. This attempt failed miserably and caused more confusion.
2020: Due to our positive impact on the outdoor community, clients consistently asked about the “other, similar organisation called Barefoot Bushcraft” during visits, on the internet, and during trade shows and events. It was decided in late 2019 to go back to the original name and logo which was widely recognized and branded, and add the organisations name and start year. This logo continues to incorporate our tribal-earth connection as well as our new name and brand recognition.