Finex is the brand identity for FINEX Cast Iron Cookware Co., a Portland, Oregon-based manufacturer of premium cast iron cookware founded in 2012 by Mike Whitehead.[1] The company’s visual identity, including its logo, skillet graphic, packaging and supporting materials, was created in 2013 by Aaron James Draplin of Draplin Design Co.[2]
Design and History
Draplin’s work for Finex was developed alongside founder Mike Whitehead, who directed the project.[2] The logo was designed specifically to be cast into the underside of the company’s skillets, functioning as a modern maker’s mark. Whitehead noted that collectors often seek out pans with beautifully molded maker’s marks and hang them like paintings in their kitchens, and that Draplin took the project because he wanted to see his work in a medium like iron that would outlast us all and get better with time.[3]
The mark is hidden on the underside of each skillet, a placement that has been described as one of the pan’s most striking yet understated features.[3] Retailers and design publications have repeatedly highlighted the Draplin-designed detailing on the bottom of the pans.[4]
In August 2019, heritage cast iron brand Lodge Cast Iron acquired Finex.[1] Finex cookware continues to be available online at finexusa.com and at participating retailers.[5]
Meaning and Symbolism
The Finex logo is closely tied to the company’s product design. The skillet itself features a patented octagonal shape, and the brand’s visual identity was developed to complement the cookware’s distinctive form.[6] Draplin’s portfolio lists the project as encompassing the identity, a skillet graphic, packaging and supporting materials for the cast iron cookware company.[2]
Draplin’s involvement was widely noted in coverage of the brand’s launch. A 2013 Core77 article on the Finex Kickstarter campaign noted that the logo was designed by Draplin of Field Notes fame.[7] Wired magazine, in its coverage of the skillet’s debut, described Draplin as having previously developed logos for Nike, Ford and President Obama.[3]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
