Abercrombie and Fitch Logo

Abercrombie and Fitch LogoAbercrombie and Fitch Logo PNG

The clothing and footwear chain tries to look stylish but austere. This is the basis of its identity. So the logo of Abercrombie and Fitch corresponds to the general concept. It has a simple design, which can be called refined because of the exquisite shape of some elements.

Abercrombie and Fitch: Brand overview

Founded: June 4, 1892
Founder: David T. Abercrombie, Ezra Fitch
Headquarters:
New Albany, Ohio, U.S.
Website: abercrombie.com

Abercrombie and Fitch is an American company with 854 clothing stores in Europe, Asia, and South and North America. It employs 44,000 people and generates $3.7 billion in revenue. Since 1988, the Abercrombie and Fitch logo has been associated with clothing. Before this, the brand was valued for luxury travel products.

The store’s history began 130 years ago (1892) with the sale of equipment for tourists. In the 70s, Abercrombie and Fitch could not compete with cheap goods and went bankrupt in 1976. The name was resold several times until it was taken over by L Brands Inc, a clothing store owner, in 1988. This determined the further development of retail and, in 1998, made it possible to regain independence.

Meaning and History

Abercrombie and Fitch Logo History

What is Abercrombie and Fitch?

American fashion retailer with youth goods. Its headquarters, called the campus, is located in Ohio, and its European office is in Switzerland. Manages four brands, including Abercrombie Kids and Hollister.

The logo, like the name, has remained constant throughout the years. The emblem was not affected by the change in occupation.

The visual mark consists of the company name: Abercrombie and Fitch. These are the names of the people who stood at the store’s origins. They laid down the idea of ​​style, high quality, and elite goods of this brand.

Abercrombie points to the surveyor and explorer who opened the shop. David sold expensive luxury sports and travel products to Ford, Roosevelt, Kennedy, and Hemingway. The Fitch in the logo is a wealthy real estate professional and nature lover who was a regular customer of Abercrombie. He became so interested in tourism that he bought a share in the store in 1900. And then bought it out completely.

Abercrombie and Fitch Symbol

The now-famous visual sign was formed in 1904 when the name Fitch was added to the company name. And even though Abercrombie left the business in 1907 and Fitch in 1928, their names remained part of the logo. Even after the bankruptcy, the change of two owners, and the change in the direction of work, the owners used their names in a visual sign because they were associated with prestige and the elite even 100 years later.

And so that this glory does not fade away, the new owners, in memory of the founder, established the Abercrombie brand, with which the first part of the logo is now associated. The surname Fitch in the visual sign is reminiscent of the first collection released under his name. The brand uses high-quality materials, and its flagship store is located on Fifth Avenue. All this makes the logo still elitist.

The direct, rounded font embodies the convenience inherent in the models of the collection and the tolerance that distinguishes the company. At the same time, serifs, beveled tops, narrowing, and dots at the ends of the glyphs of letters show the presence of goods for every taste. Retail offers young people casual clothes that are easy to travel, relax, and play sports. It suits different skin colors, nationalities, and sexual orientations, including pride.

As a sign of the bygone past, the brand’s emblem is in the form of a silhouette of an elk, which is sometimes placed in the logo above the name. It reminds of tourism, hiking, and hunting. Now it signifies freedom, sporty style, and wild natural passion in the brand’s models.

Font and Colors

Abercrombie and Fitch Emblem

The main color of the logo is dark grey. Initially, it was associated with hiking and tourism. Now with the city-paved roads and high-rise buildings. Gray is the color of stability and constancy, which perfectly echoes the logo, which has retained its features throughout the century.

The moose of the emblem is black. It is made in the form of a shadow, like a guest from the past. Reminds that before, the store had no equal and surpassed all competitors, as black is the color of the power and strength of the company. This is what the current brand is trying to achieve.

The inscription font is stylish and elegant Adobe Garamond Semibold.

Abercrombie and Fitch color codes

Jet Black Hex color: #343434
RGB: 52 52 52
CMYK: 0 0 0 80
Pantone: PMS Black C