There are countless logos out there, but only a few are truly exceptional. The best blend concept, uniqueness and instant recognition. A great logo requires thoughtful choices of font, icon and colour. Done well, the logo tells a brand's story in the most concise and compelling way possible.
The typical apparel logo often embodies a confident, understated style. It usually features a black or red, all-uppercase word mark with a serif typeface, striking a balance between boldness and elegance.
It’s all about the brand name: Over half of apparel brands (56%) favor word marks, opting for a minimalist approach that puts the spotlight on their collections, materials and patterns. Only two major brands, Adidas and Nike, have taken it a step further by eliminating the word mark entirely, choosing instead to rely solely on their iconic picture marks.
Capitals for confidence: 80% of apparel brands use all-caps logos. Font choices vary by segment – sports brands like Nike and Adidas use bold sans serif styles, while luxury brands like Tiffany favor more delicate and classic, sometimes even poetic serif logotypes.
8% of the logos analyzed have no word mark.
capital
lowercase
mixed
8% of the logos analyzed have no word mark.
serif
sans serif
other
It’s either red or no color at all: The logos of the world’s biggest fashion and sports brands are either black or red. Rolex is an exception with gold as the dominant color coming from its picture mark.
0%
20%
40%
60%
80%
100%
Adidas
Armani
Burberry
Cartier
Chanel
Chow Tai Fook
Coach
Dior
Gucci
H&M
Hermes
Louis Vuitton
Lululemon
Nike
Omega
Prada
Puma
Ralph Lauren
Ray Ban
Rolex
Tiffany & Co
UNIQLO
Victorias Secret
Yves Saint Laurent
Zara
Nearly three out of four apparel brands use exclusively black logos. Those that don’t generally avoid combining a black word mark with a colored icon, opting instead for solid red logos (e.g., Omega or the Hong Kong-based jewelry brand Chow Tai Fook).
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