Kenneth “Hap” Klopp acquired The North Face and shifted focus from retailing a variety of products to designing and manufacturing the best outdoor gear under The North Face brand. Also, he introduced its new logo, designed by David Alcorn and featuring the north face of Yosemite’s Half Dome.
The three policies, which are succeeded as the brand’s DNA even today, were developed;
1. Be the best company producing the world’s highest quality products in the outdoor industry
2. Having fun (provide enjoyment to many people and enjoy ourselves as well)
3. Throughout various communication, spread the importance of nature conservation to the world.