Eddie Bauer Logo PNG
The Eddie Bauer logo shows the addictive nature of retail. One after another, the store’s new products appear. The emblem expresses the hope that customers will remain loyal to the store despite changes in direction.
Meaning and History
Eddie Bauer is headquartered in Bellevue, Washington. But it all started in Seattle, where an outdoor enthusiast opened a tennis store in 1920. At first, he made and repaired tennis rackets, then moved on to badminton and golf equipment. A few years later, Eddie invented the down jacket after seeing firsthand how inefficient wool clothing was. And all because he almost died of hypothermia during winter fishing: he, already frozen, was found and woke up by a friend. The result was the world’s first quilted-down jacket. Its production was discontinued in 1995.
During the war, Eddie Bauer was the only supplier of military equipment allowed to mark its products with its logo. He supplied the army with parkas and pants labeled “Eddie Bauer Seattle U.S.A.” As a result, he built a wide customer base: soldiers saw the tags and knew where their favorite clothes were made. They ordered so much by mail that the entrepreneur closed a retail store in Seattle and focused only on delivery.
New Eddie Bauer locations began to appear after 1968, when William Niemi bought half of the business. At the same time, the company switched from expeditionary equipment to casual wear – primarily for women. The brand changed owners several times later and continued to expand its sales network. Since May 2021, the SPARC Group and Authentic Brand Group have owned it. Over the past hundred years, the company has updated its identity several times, but the exact dates of its logo history are unknown.
What is Eddie Bauer?
Once a leading supplier of sports and outdoor gear, Eddie Bauer is now a chain of clothing stores with over 370 locations. The company’s founder invented and patented quilted down jackets with a diamond pattern. It was such a down jacket worn by the first American to conquer Everest.
Old
The old Eddie Bauer wordmark contained the brand name in black. It was written in bold sans-serif type against a long dark line mimicking mountain peaks. The band started at the lower-left point, rose, and fell to the right corner. But it was not continuous; the inscription surrounded the empty white space.
The mountain outlines symbolized the company’s main activities in the 1950s and 1960s. In those years, she supplied tourist and scientific expeditions and even provided equipment for the first American to conquer the highest peak on Earth. It all started when a team of climbers approached Eddie Bauer seeking American-made parkas. They planned to climb Kara Koram, but they couldn’t because of the difficult weather conditions. But warm jackets saved their lives.
The company has also used a flying goose emblem. It was in a black ring with the inscription “EDDIE BAUER”, and a wing and neck. Partially covered the letters. At the bottom of the ring was a white ribbon with the text “SINCE 1920”, and directly below it was the phrase “TRADEMARK,” divided into two parts by a white diamond. Large black letters “E” and “B” were placed inside the rhombus. Under the goose’s right wing was a small wedge of birds.
Why did the designers put a goose in the center of the emblem? Eddie Bauer used goose down for jackets. After getting hypothermia on a fishing trip, he became disillusioned with woolen clothes and remembered his uncle, who wore down jackets during the war between Russia and Japan. But the down was too bulky, so the inventor experimented with it until he created a quilted jacket with a diamond pattern.
New
Like the old one, the current logo consists of the brand name. But the new version uses a script font that imitates handwriting. All letters are connected: there is even a connecting line between the last “e” in the word “Eddie” and the first “B” in “Bauer.” The inscription looks careless, as if it were a personal signature. The designers made the wordmark universal by removing the mountain’s outlines. After all, the company no longer produces quilted jackets, and climbing equipment is no longer the basis of the range.
The Eddie Bauer brand is licensed for various products, including two- and four-wheelers, furniture, sunglasses, and more. She needed a simple logo under such conditions, not tied to a specific product group. Neither the mountain peak wordmark nor the goose emblem met this criterion. Therefore, the brand now presents a handwritten inscription on labels and tags.
Font and Colors
Judging by the typography, the chain’s logo was conceived as Eddie Bauer’s personal signature. It’s hard to say the designers used any particular font. This is probably an individual set of glyphs with the right slant and decorative loops. The first letters in words are capitalized, and the rest of the characters are lowercase. The most unusual feature is the large “E,” where the upper line extends diagonally to the lower-left corner. The inscription is on a white background and framed in universal black for better readability.