Official Grateful Dead Marching Bear Sweater The Bear logo was created by Bob Thomas, and was first seen on the 1973 Bear's Choice album cover. Bear was Owsley Stanley, the Dead's longtime sound engineer and, in the early days, benefactor. He was always known as Bear. When the album came out in 1973, it was decided to make these bears the logo for the album. Bear always said they were marching bears, not dancing bears.