The Champion athletic wear company has been a consistent and trustworthy brand since 1919. Established in Rochester, New York by brothers Abe and William Feinbloom, the Champion logo has become an icon of sportswear and athleisure throughout the decades. Throughout its numerous changes and acquisitions, the Champion logo has kept its visual stability as much as the quality of its production. The “C” Champion logo is instantly identifiable and adorns the entire range of clothing and knitwear.

About the Champion Brand

The Feinbloom brothers had a passion for sportswear and created the Knickerbocker Knitting Company to produce their clothing. The University of Michigan noticed the high quality of the sweatshirts and sweatpants created by the Feinbloom brothers. In 1920, the Knickerbocker Knitting Company signed an exclusive agreement with the University of Michigan Wolverines to design and manufacture all the team sweatshirts.

In the 1920s, American colleges and universities were undergoing a boom of interest in collegiate sports. Previously, college sports teams did not have any regulated uniforms; The Knickerbocker Knitting Company was now at the forefront of promoting sports uniforms for the college sector. The reputation of the sportswear company spread as the Michigan coaches spoke with other schools and teams. In 1930, the company changed its name to Champion Knitting Mills and cemented its popularity as the top choice for sweatshirts, t-shirts, and socks in college bookstores.

Champion Innovations

The modern sweatshirt as we know it today was not the original design. It wasn’t until the 1930s that elasticized cuffs at the wrist and waists were added to the long-sleeve crewneck shirts to retain body heat. Champion also created the “hoodie” or hooded sweatshirt during this period; they called it the “side-line sweatshirt” and it was meant to keep the wearer warm between games or training periods.

Champion also began making their athletic apparel out of cotton instead of the commonly used wool of the era. However, the cotton clothing had a tendency to shrink and warp in the industrial washing machines. To combat this, the Champion company created the “reverse weave” method of producing knitwear. These types of clothing that use reverse weave are made of a heavier cotton fleece and are cut on the cross-grain to prevent vertical shrinkage.The reverse weave avoids the dispersion of heat during and after the workout or exercise; this allows for continued freedom of motion. The company began the patent process in 1938 to validate and protect the reverse-weave process. It wasn’t until 1952 that this patent was formally granted to Champion Products.In the 1970s, Champion began experimenting with new synthetic fabrics. They had a heavy hand in inventing and prototyping breathable mesh, nylon, and sports bras during this decade. Champion was also the first company to create the reversible, double-sided t-shirt as well as the mesh basketball jerseys and shorts. The first supportive jogging sports bra was released in 1977.

Not Just for Sports

Prior to the Second World War, the United States Military Academy contracted Champion to use their products during training exercises and classes. Champion Knitting Mills began producing clothing for the United States Army in the 1940s and 1950s. This was the first time that the Champion brand was worn off-campus and quickly became a comfortable wardrobe favorite. The Champion brand was a longstanding favorite in college bookstores, but it was only because of World War II that the sweatshirts and sweatpants began being worn outside the lecture halls.In the 1990s, Champion sportswear became known as a staple of the hip-hop community. The streetwear culture was influential in perpetuating the popularity of the hooded sweatshirt; the company was able to transcend demographic labels by appealing to jocks, preps, skaters, and punk rockers.Today, many designers are now collaborating with Champion to create couture items or nostalgic, throwback apparel. The high-quality, sturdy Champion t-shirt is a favorite for artists and designers to use as a blank canvas for designs.

Professional Licensing

In the 1960s, Champion established extensive licensing programs with professional teams. It became the exclusive provider of uniforms for the National College Athletic Association (NCAA), and in the 1970s, provided uniforms for many of the teams in the National Football League (NFL). Champion produced uniforms for all 27 teams in the NBA in the 1990s as the company continued as the leading provider of collegiate sportswear.

Champion produced the uniforms for the 1990 and 1992 Olympic basketball teams. In 2008, they expanded to overseas licensing and worked with teams in Wales, Greece, and Italy on sportswear uniforms.

The Champion Logo

A good logo is essential for any company. A logo visually identifies a company and is an important asset for connecting wordlessly with your audience. Color schemes, shapes, icons, and wordmarks are all important features to visually identify a business and make it sustainable through the years.A Champion brand logo was not created until the 1950s when the name was changed from Champion Knitting Mills to Champion Knitwear Company. The company used a running man crossing the finish line as its logo. By the 1960s, the company was affixing the now-familiar “C” in blue and red to the left sleeve of each sweatshirt. The “C” Champion logo is always embroidered and affixed on the left hip of pants and shorts and the left sleeve or left of the zipper on hoodies and t-shirts. On duffle bags and gym bags, the “C” logo is seen as the zipper pull.The script font can be seen on advertisements and labels as early as the 1950s. In 1967, the company went public and was simply known as Champion Products. The colors used for the logo were always red and blue on a white background. The distinctive logo is easily identifiable and visible and can be spotted quickly on clothing and uniforms. For example, by the end of the 1980s, the Champion logo could be found on uniforms for over 2,000 colleges, 19,000 high schools, and seven NFL teams.

C9 by Champion Logo

C9 by Champion is an exclusive brand for Target stores across the country. The line has produced activewear for men, women, and children for 15 years with the contract expiring in 2020. The line also includes sports equipment as well as plus sizes and maternity sportswear. The logo is a gold or yellow C with the number 9 in the center of the “C”. The script Champion name and “C” logo is featured underneath the C9 badge. C9 by Champion is a brand separate from Champion Products; at press time, there are no plans to discontinue C9 by Champion after the Target contract is complete.

Champion Logo Design Evolution

Champion was founded in Rochester, New York and remained there for over 70 years. The company had manufacturing plants in nearby Wyoming and Livingston counties. Thanks to its rapid growth and popularity boom in the 1980s, the company became a target for corporate takeover. In 1989, the Sara Lee Corporation bought Champion Products for a reported $320 million. In 1992, Champion Products was moved from Rochester to Winston-Salem, North Carolina.

Hanes Acquisition

In 2006, HanesBrands was spun off from its parent company, Sara Lee Corporation, which also owned Champion Products. Hanesbrands owns many clothing companies alongside Champion including Hanes, Playtex, Bali, Wonderbra, and Maidenform. In recent years, HanesBrands has opened Champion Outlet Stores. In 2016, HanesBrands acquired Champion Europe, cementing the brand recognition across the globe. The Champion logo is the same no matter where the clothing is being sold.

Champion Logo Stability

Despite changing ownership numerous times, the Champion logo has remained true to its humble beginnings. Unlike some companies that change their color schemes, fonts, and icons, Champion has stayed with the basic foundation on which the company began. The running figure crossing the finish line logo was phased out in favor of the “C” slowly through the 1950s, therefore creating a gradual change that was accepted by consumers. The color scheme of royal blue, red, and white has alternated placements, but the core of the logo has never changed.The scripted font began appearing on labels in the 1970s, although it can be seen on print advertisements from the 1950s. The “C” Champion logo and the familiar font is a strong example of the longevity of a true American brand.Modern designers are using the Champion logo in new designs and collaborations. The wave of throwback and nostalgia have led to a resurgence of the Champion logo’s popularity. Not only are the colors, font, and icons coming back into the public eye but a new generation of brand loyalists are being created. Even on blank t-shirts, the “C” logo on its own is enough to make a fashion statement.

Conclusion

Champion has been one of the most popular sportswear brands since its debut in 1919. From classic white t-shirts to professional sports team uniforms, the Champion logo is a symbol of quality, craftsmanship, and athleticism. The company will celebrate its 100th birthday in 2019 and it is clear that the Champion brand is here to stay.

If you’re looking for rugged, high-quality gear the first place to go is to The North Face. While it’s expanding far beyond its original climbing gear, you still get the same sense that the products from this company can survive a tumble down a mountain. Just as the company’s goods have stood the test of time, so too has the company’s logo. The simple and iconic The North Face logo is amazing because it, unlike almost all of its competitors, hasn’t changed in fifty years. It’s the ultimate expression of a company’s unwillingness to deviate from its initial spirit or from its initial goals.

The North Face Logo Design Elements

The North Face logo is incredibly simple, but it works on a level that’s very hard to deny. It’s just three words and three curves – nothing more, nothing less. It’s the kind of logo that you’d doodle on a piece of paper during class, but writ large. It’s inarguably one of the easiest to identify on the planet, yet it doesn’t have that many elements that one can point at as memorable. The shape is the thing here, and with those basic shapes the company has managed to create a brand that is not only easily identifiable but one that commits itself to memory.

The font and color are likewise simple. If you see the The North Face logo you’re only going to see a few colors – red, white, and maybe black depending on whether the logo is in greyscale. The font is thick and blocky, with absolutely no denying what’s in front of you. It’s simple, but it works.

Changes and Evolution

1. Shape

What’s amazing about this logo is that it hasn’t changed. You can look at a 1962 The North Face product and see the same shape. There’s something to be said for being iconic, and there’s been absolutely no effort to change up this logo over the years. Other companies may have felt that their logos needed to get with the time, but it’s clear that The North Face will let the world change around it instead. It’s an amazing piece of work, all things considered.

2. Color

The color changes for The North Face have really only come when the company puts out a new line of products. In these cases, you’re getting a new color that doesn’t replace the old color. The black and white logo is timeless, but so too is the black and red or red and white. You’re still getting basic, natural colors that fit on virtually any product. There is no single color associated with The North Fact, which makes it easy to adapt the design to new products. It also keeps the focus on the initial logo and shape, which tends to work very well.

3. Font

The font for The North Face is big and blocky. That certainly works for a company focused on rugged, long-lasting gear. It’s also surprising to see that the company hasn’t changed the font even as the company’s reputation has gone a bit more upscale. It’s clear that this logo means something and that the font is a part of the overall design scheme. Without changing the font, the company shows a commitment to its original principles and an overall lack of unwillingness to change what makes the company so special.

Influences/ Inspiration

At the time, there wasn’t much out there like The North Face. It isn’t that there weren’t speciality stores or outdoor gear, but the logos were simple and incredibly practical. The logo can’t even be said to be a product of its time, because the simple logo stood out even the 1960s. As such, you can call this one a true original – minimalist to be sure, but one that definitely marched to the beat of its own drum.

In terms of current design, you see more knock-offs than anything else. There are dozens of low-cost outdoor gear companies that have logos close to The North Face, but not quite the same. The basic shape and minimalist design, though, did become incredibly popular throughout the 2000s in other industries. While clothing logos settled in, you can see a number of tech companies (Logitech, for example) that have logos similar in design to The North Face.

Trivia

• The official name is The North Face, not North Face.
• The half-dome logo represents Half Dome in Yosemite.
• The Grateful Dead played the opening of the first The North Face store.

Conclusion

A company so important that its name begs an article, The North Face has managed to make it through fifty years with a single logo. That logo is unique, simple, and stands up to the basic tests that make a good logo. If you’re looking for something to study, this is a great logo with which to start.

It’s hard to the quality for which Avon is best known. Is it the range of women’s daily use products? The pink color scheme? Or perhaps the once-ubiquitous Avon ladies, who sold their wares at parties and door to door? No matter how you know the company, though, you must admit that it’s something of an American classic at this point. Accompanying this classic brand through the years has also been a series of logos. By looking at the evolution of the Avon logo, one can see how the company has evolved with the times.

Avon Logo Design Elements

Avon logo is as minimalistic as it comes. Composed of only two elements and two colors, it’s a stark contrast to most of the other similar businesses on the market. In fact, that may be the very point of the logo – it looks endlessly professional, with no acknowledgment that much of the company’s business is done by those with little formal training. When you see the Avon logo, you are meant to see class – and insofar as the design is concerned, that’s certainly been a success.

Only two colors are used – black and pink. The black is a standard, serious business color. The pink is the company’s trademark color, one that speaks of femininity. The pink is used only as an accent, though, more as a nod to the company’s past than anything else. The simple, stark typeface of the logo is all business, showing consumers that Avon is a company to be taken seriously.

Changes and Evolution

1. Shape

The original shape of the Avon logo is almost frightfully domestic. Very much in line with what you’d see from other brands in the 1930s, it features a home with a gate in the shape of the company’s ‘A’. By 1936, the A would be the main part of the logo, albeit with a few flowers underneath. The 1947 version of the logo featured a bow-like design, while the 1954 version of the logo was as fifties as it gets. The logo gained a version of its current iteration in 1970, before switching to the modern logo in 1980.

2. Color

Avon has always used combinations of black and pink in their marketing. The vast majority of Avon’s logos have been monochromatic, with the lack of color representing quality. It’s surprising that the brand didn’t go with something more colorful in the 1950s, but instead choose to keep the same dark font even while other brands were experimenting with color. The feminine pink has been used sparingly in the logo, even though it plays a huge role in the company’s perception. It’s a color that apparently works much better on products than it does in a logo.

3. Font

Avon’s font has gone through some interesting changes. The original 1930s font was very feminine, while the 1947 font was had far less visual appeal. The font used in the 1950s was very stylized, looking more like the font you’d see on a guitar or a car than on a cosmetics company. By 1970, though, the company had moved to the all-caps font, something that was used by many other businesses at the time and that looked far more professional.

Influences/ Inspiration

If you want to see where Avon gets its influences, just head down to the cosmetics section of any major store. The company’s logo has always reflected trends in the industry, save for the original logos. In the modern era, you’re more likely to see Avon make a change when a number of its biggest competitors have done the same. It’s a follower to be sure, but one that has followed very well.

Avon has followed trends, not started them. Several other direct-to-consumer businesses have logos similar to Avon’s, but they tend to follow from Avon’s sources rather than the company itself. Instead, Avon’s influence tends to be more in how the businesses are structured than in how the logos are made.

Trivia

• Avon was founded as the California Perfume Company in 1886.
• Avon sells about four tubes of lipstick per second
• Avon’s ‘Little Dot’ scent has been around since 1886.
• Avon was the first beauty company to launch an e-commerce site.
• Avon has been on the Fortune 500 list every year since the list was started.
• Avon makes about eleven billion dollars per year.

Conclusion

Avon’s logo has changed with the times. It’s gone from a business that was primarily about attracting female sales reps to one that seems to be attempting to gain more professional credibility. Watching the change of the logo is a good way to determine how Americans have felt about the cosmetics industry in general and about Avon in particular.

Gap in an interesting brand. While it’s a major part of malls and shopping centers across the nation, it’s also a brand that has managed to transform the way that middle American dresses. It’s made its mark not necessarily by being fashionable, but by playing it safe. While most of the brands that compete against it in those same shopping center do so by offering an aesthetic, Gap tows a middle line that’s made it quite successful. If you are interested in how the company’s image has changed to match that path, you may want to look at the Gap logo.

Gap Logo Design Elements

Gap’s logo is a lesson in simplicity. It consists of a single square with the word written within. There’s nothing fancy or even stylish there, but the logo is nevertheless recognizable. When you see the Gap logo, you know what you’re going to get – clothing that’s inoffensive, that fits well and will let you fit in everywhere from the classroom to the office. It’s a fantastic reflection of the brand and its identity, which is why it has so rarely changed.

Gap’s color is blue, which makes sense. Blue is a color of tranquility, calm, and being balanced. If you’re looking at clothing that fits in the upper end of casual, it’s the kind of attitude that you may want to embrace. The font is simple and straightforward, allowing consumers to read it from a distance. Everything about the Gap logo allows you to know what the company is all about.

Changes and Evolution

1. Shape

Gap has only altered the shape of its logo once in its history, and that logo alteration certainly caused a stir. From an objective standpoint, the change wasn’t all that big – the shape switched from the name being written within the blue square to a blue gradient square being placed on the corner of the name. It was a switch that attempted to modernize the brand and bring in more in line with the spirit of the 2010s, and it was an immense failure. Gap doesn’t have to be modern – nor does its logo.

2. Color

Gap kept its color scheme even when it made the brief, week-long 2010 logo change. Blue is a color that’s definitely associated with the brand at this point, so it would be disastrous to change it. Unfortunately, the brand chose to use a graduated shade of blue that really didn’t look nice, something that made the brand look tacky instead of modern. By reverting back to the solid blue color in the Gap logo, the company helped to ensure that it would keep its solid reputation intact.

3. Font

Gap’s current font isn’t special, but it works. The 2010 font, on the other hand, was a Helvetica font that looked cheap and unprofessional. It was likely an attempt to make the brand hip and relatable, but those aren’t necessarily factors at which most look when shopping at the Gap. Instead, customers have seemed to mostly look for dependability and strength – two factors that the original Gap logo had in spades. It’s telling that the Gap hasn’t attempted to make a similar change in the years since the debacle.

Influences/ Inspiration

Given that the logo is fifty years old at this point, it’s impossible to say exactly what influenced Gap’s decision to stick with the current logo after its brief change. It’s a solid choice for a company that has a good track record, though, and avoiding making quick changes to keep up with the rest of the pack has paid off.

Gap’s logo definitely influenced many other sellers in the same industry. Having a simple logo that is easy to print on a tag is now the norm, even if other companies do tend to go a bit farther with their overall design. Gap has managed to make an industry out of being a very safe choice, and those who want to follow in their footsteps tend to do the same with their logos.

Trivia

• GAP also owns Intermix and Old Navy.
• The name Gap is in reference to the Generation Gap.
• The Gap logo was only changed once, in 2010. It was not well-received.
• The first GapKids store opened in 1976.
• Gap debuted its online shopping site in 1997.

Conclusion

Gap is a prime example of how you should not change a good thing. The logo may not be exciting, but it works. The brief attempt to change the logo was a disaster – but admitting the mistake and going back to the old Gap logo really did work. Sometimes its just not worth it to change for the sake of change.

For at least a certain generation, Fred Perry has become a definitive part of British fashion. Definitely upper-crust and a bit preppy, the clothing is as much an advertisement of a lifestyle as it is one of a brand. This athletic brand turned lifestyle line is definitely memorable, and a huge part of why it’s so easy to spot is because of its logo. If you’re looking into the history of Fred Perry, taking a look at how and why the Fred Perry logo has managed to stand the test of time is a great way to better understand the brand.

Fred Perry Logo Design Elements

The most famous aspect of the Fred Perry logo is, of course, the laurel wreath. This is the element that’s easiest to identify, and the one on which the brand has been built. The wreath is an ancient Greek symbol of victory, one that’s quite reasonable for a brand that got its start as a primarily sporting-based clothing line. If you’re looking for solid symbols, you can do far worse than this.

The color of the logo does tend to change between products, but you’re usually looking at black or white. This makes sense, as both colors stand out on clothing and neither clashes with the design elements. It’s a solid color choice that helps users to identify the brand at a distance no matter what the clothing item looks like. In terms of font, you’re really just looking at a basic version of the company’s name – enough to help make sure that the branding is identifiable, but not so much that you’ll actually have to put in an effort to make sure that the wordmark blends in with the rest of the outfit.

Changes and Evolution

1. Shape

The shape of the logo is absolutely influenced by sports in general. The laurel wreath is a timeless logo in and of itself, and marrying it with the name of the company indiciates that the company was named for a winner. The real Fred Perry was, of course, a multiple-time champion and keeping his wins as part of the company’s history is a major marketing coup. Considering the fact that the logo shape really hasn’t had to be updated in order to fit in with today’s market, it certainly seems like a success story.

2. Color

The Fred Perry logo is proof positive that color doesn’t necessarily make a logo. Fred Perry doesn’t have a signature color insofar as the logo is concerned, and it’s never needed one. Sticking with black or white helps the clothing company to put more focus on its clothes and prevents it from having to redesign the logo to fit in with more modern clothing color trends. It’s a solid choice that has paid off well so far.

3. Font

Fred Perry’s font is fantastically simple. It’s not going through any major changes, which indicates either that the company doesn’t place a huge priority on the font or that the font continues to work well enough for the company that it doesn’t need to be changed. In either case, the continued use of the font indicates that it certainly wasn’t a mistake that needed to be rectified.

Influences/ Inspiration

The Fred Perry logo is one that definitely takes notes from its period of development. Other upper-end, preppy sports clothing brands have a very similar design. It’s not necessarily the most common type of logo, but you can see something very similar from brands like Lacoste logo and Ralph Lauren logo. It’s unlikely that Fred Perry took any direct inspiration from either of those brands, but it was clearly born out of the same design family.

Likewise, the Fred Perry logo is of a type rather than being particularly innovative. There aren’t any modern brands following its lead, outside of those brands trying to trade on Fred Perry’s reputation.

Trivia

• Fred Perry is named for a 1940s-era British tennis champion.
• Fred Perry’s first product was a sweatband
• The use of the laurel wreath to indicate supremacy in sports goes back to at least ancient Greece.
• Fred Perry products eventually were only made in white, but were produced in multiple colors after high consumer demand.

 Conclusion

The Fred Perry logo is a classic. Simple and to the point, it works well to describe exactly what the brand is about. Part of the family of simple sporting goods logos, Fred Perry still manages to make its simple logo stand for excellence. In that, it has become a huge success.