Field Notes Finds an Audience

They’re just notebooks.

Don’t tell that to the legions of devoted Field Notes fans.

Field Notes notebooks have found an analog niche in an age of digital notetaking apps and tools.

The pocket-sized notebooks, started as a side project for two agency and design pros, are inspired by the promotional memo books agricultural companies would give to farmers.  

The notebooks have steadily grown in popularity and PR exposure.

In 2010, J. Crew featured the notebooks in a brand roundup, which gave the brand “instant credibility.” Artisanal stores started carrying Field Notes and often no other paper products. That limited competition.

Notable Notebooks

Today, Field Notes has all the hallmarks of a beloved brand, from a glowing Fast Company profile to an active subreddit. It’s expanded its scope to include partnership products, a film festival and more.  

The company has kept notetakers interested with quarterly editions with themes like “National Parks” and “Streetscapes.” The limited runs compel even the most avid Field Notes fans to stock up. There’s also an annual subscription option with discounts and surprise perks.

The variations offer a revealing contrast in what can change – and what can’t – with an established brand. For Field Notes, most of the non-negotiables are strong design choices that align with the brand. That includes the fonts — Futura or Century Schoolbook.

“We can do different printing techniques, and we can do different-size notebooks, and we do a lot of things. But we don’t mess with what made Field Notes Field Notes,” cofounder Jim Coudal told Fast Company.

What makes Field Notes Field Notes is working. The brand has sold more than 10 million notebooks and is on track for its best year yet.