Athleta Logo PNG
The Athleta logo is active and harmonious. It shows that within the woman wearing the brand’s clothing lies a whole world. The emblem symbolizes continuous inner development and self-improvement.
Athleta began in the early 1990s after Scott Kerslake noticed how limited women’s sportswear options were on a bike trip with female friends. Most options were either baggy men’s styles or tight pieces with poor pockets and uncomfortable seams. Clothing built for women’s bodies and real training, from running to yoga and cycling, was still rare.
In 1998, Kerslake, a former information-technology worker, founded Athleta in Petaluma, California. The name combined “athletic” with a feminine ending. The company started as a catalog retailer, taking orders by phone and online. Kerslake held more than 1,200 investor meetings before securing support, while Athleta’s 24-hour call center collected customer feedback. By 2002, sales reached $23.5 million.
Growth slowed in the mid-2000s, and revenue rose by only $7 million between 2004 and 2007. The mailing list expanded from 13 million names in 2007 to 21 million in 2008, drawing Gap Inc.’s attention. In September 2008, Gap bought Athleta for $150 million, when annual revenue was about $37 million. The deal was shaped by the rise of Lululemon, which had gone public in 2007.
In 2011, Gap opened the first Athleta store in Mill Valley, California. Athleta Girl followed in 2016, along with the Power of She platform. In March 2018, the brand received B Corp certification. In 2019, Athleta partnered with Allyson Felix after her split from Nike over maternity policy. Simone Biles joined in April 2021 after leaving Nike, and in 2023, the brand grouped its ambassadors under Power of She Collective.
Meaning and History
The company was founded in 1998 by the athlete and banker Scott Kerslake. In 2008, the brand was acquired by GAP for $150 million. In 2011, it became so well-known that the brand’s first mono-brand boutique opened in the US.
The logo concept is inextricably linked to the brand’s philosophy. It is not just about sportswear but about sports as a path to renewal, character building, and confidence in one’s abilities. Athleta clothing accompanies women in these processes.
What is Athleta?
A brand of comfortable, specialized women’s clothing that enables them to participate in a range of sports activities. Functionality and beauty are the brand’s main distinguishing features. 250 employees work on creating the outfits. The headquarters is located in California.
1998 – 2009
The brand was created in 1998 in California for women who love an active lifestyle. It was conceived as comfortable, stylish clothing that takes into account the unique features of a woman’s body. Most of the well-known sports giants of the time offered products for slim, athletic women. As a result, women of all shapes and sizes found it difficult to find something comfortable, let alone specialized for specific physical activities. Athleta addressed this gap. Kerslake’s approach was revolutionary at the time. He had to hold more than 1,200 meetings before investors were willing to take the risk.
2009 – today
The history of Athleta and its global rise began in 2008, when Gap Inc. acquired the brand. The new owners created a unique brand philosophy and developed its visual identity.
A purple circle with a nine-petaled white flower inside becomes the main symbol of the sportswear brand.
The image resembles a talisman. The circle and the number 9 are symbols of completeness, self-sufficiency, and the fulfillment of energy. The flower represents femininity and pure feminine energy. Sports help women develop inner strength and find harmony. The sportswear brand contributes to this process by creating comfortable, soft, and feminine clothing that makes every athlete feel at ease.
Women have different body types and vary in weight. The nine petals indicate that the interests of a diverse range of women are taken into account. Athleta creates clothing for women of all shapes and sizes, including tall, short, and black-and-white women. Inclusive sizes, ranging from XXS to 3X, were introduced in 2021.
The symbol unifies various sports styles and creates harmonious, comfortable sets. In the brand’s stores, you can find not only sportswear but also jumpsuits, yoga dresses, warm jackets, and hair accessories.
Each inner element of the circle is triangular with a slanted tip, visually resembling a spinning top in motion. This creates the appearance of a rolling wheel. The petals also remind us of fan blades, generating the wind of change. All associations relate to the themes of development and life changes. A woman who decides to work on her figure is changing her future.
The brand spreads its ideas through the “Power of Women” foundation, which supports organizations working on the spiritual and physical development of women. The entire logo image is permeated with smooth lines and energy.
The title following the symbol consists of capital letters. Each customer of the brand is a heroine with a capital letter. Her image in Athleta clothing is unique and attention-grabbing.
Font and Colors
The main colors of the logo are black, white, and purple.
- Purple is the color of talent development, inner growth, dreams, and aspirations. It unites everything related to self-improvement.
- White signifies purity and renewal. It hints at the use of natural, breathable materials in clothing production.
- Black represents confidence and inner strength, visible in every athlete.
The logo’s font is Futura ND Medium. The spacing between the letters emphasizes the outfit’s casual style and each customer’s individuality. The straight, even lines suggest that choosing Athleta sports attire is the right decision.