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Big Cartel is an e-commerce platform founded in 2005 by Matt Wigham, designed specifically for independent artists, makers, and creatives to sell their work online. Headquartered in Salt Lake City, Utah, Big Cartel has become a well-known alternative to larger e-commerce platforms like Shopify by focusing on simplicity, affordability, and artistic freedom.
The platform is known for its DIY ethos, offering easy-to-use tools for small-scale entrepreneurs, musicians, designers, and visual artists to set up online stores without needing advanced technical skills. Big Cartel is often praised for its ad-free experience, no listing fees, and customizable themes, all of which support its mission to empower the independent creative economy.
Over the years, Big Cartel has maintained a raw, rebellious aesthetic, appealing to its core audience of nonconformist creators and underground artists. The new logo is a refined expression of that original identity—balancing bold, structured typography with a rough, hand-drawn graphic element that emphasizes its commitment to authenticity and individuality.
This evolution shows a shift toward brand maturity while preserving its roots in creative independence and alternative culture.
The new Big Cartel logo is a combination wordmark. It features the brand name in all caps, separated by a stylized hand-drawn house or storefront icon between the words “BIG” and “CARTEL”. The entire logo is rendered in a solid black color, providing high contrast and a bold visual impact.
This structure creates immediate visual hierarchy and readability while placing emphasis on the brand’s core function: providing a "home" or platform for creatives to sell their goods.
At the heart of the logo is a unique sketch-style house shape, which replaces the letter “O” or acts as a linking graphic between the two words. The hand-drawn quality of the shape reflects:
Authenticity and handmade culture
Individual artistic expression
A literal “storefront” or “cartel” headquarters
This motif is extremely relevant to Big Cartel’s brand DNA. It captures the idea that each store is a personal space crafted by the artist, not a mass-produced experience.
The imperfect, gritty stroke of the icon contrasts sharply with the clean lines of the surrounding letters, highlighting the tension between raw creativity and digital commerce—exactly what Big Cartel bridges for its users.
The typography is bold, geometric, and sans-serif, designed for maximum legibility and strength. The use of uppercase letters across the name enhances authority, clarity, and brand visibility.
This type treatment communicates confidence and reliability, while the monospaced and blocky nature keeps the design grounded in a utilitarian, DIY aesthetic that resonates with the indie and maker communities.
The logo uses a single, solid black color. This minimalist color choice speaks to:
Simplicity and directness
Underground or punk influences
Universal application on various backgrounds and marketing materials
Black is often associated with sophistication and edge, which is fitting for a platform that serves both professional and up-and-coming creatives.
The overall tone of the logo is bold, unapologetic, and artist-driven. It’s not polished or sterile—it's expressive and deliberate, showing that Big Cartel stands with real, working artists and doesn’t cater to mainstream, commercial aesthetics.
It sends a clear message: this platform is for creators, not corporations.
The Big Cartel logo is available for free download on logowik.com in professional design formats such as SVG, AI, PDF, and transparent PNG. These files are ideal for use in both web design and print applications, ensuring clean reproduction across brand touchpoints.
The new Big Cartel logo is a confident evolution of a brand built by and for creatives. With its strong typography and raw, sketch-style icon, the logo perfectly reflects the independent, expressive spirit of its users.
More than just a digital storefront, Big Cartel positions itself—through this branding—as a creative sanctuary, giving artists and small business owners the tools to succeed on their own terms. This logo boldly carries that identity into the future, staying true to the brand's rebellious and empowering roots.
