Fila Logo

Fila Logo PNG

The Fila logo focuses the attention of the consumer on the name, which has a hidden meaning from Latin; it is “texture, style, nature.” The letter sign symbolizes the sports brand’s dynamics and movement and emphasizes the uniqueness of the corporate identity.

Meaning and History

Fila was named after its founders: two brothers who had the surname Fila. This word is now displayed in the logo, and its first letter, “F,” is associated with high quality and original design. At first, the manufacturer specialized in casual knitwear. Sportswear appeared in its range almost ten years after entering the market.

Closer to the 1970s, the brand focused on equipment and accessories for tennis. The sport’s dress code is to wear all white, so the Fila emblem was the only bright spot against the crystal clear background. Then basketball appeared in the history of the company. Things with her emblem were worn by Michael Jordan, who was starting his career. A little later, other great players joined him. Now sneakers and T-shirts with the iconic red and blue lettering can be seen not only on athletes: they have become part of the style of hip-hop fans and ordinary people who value comfort.

What is Fila?

Fila is a South Korean company with Italian roots. It appeared in the city of Biella in the Piedmont region at the dawn of the last century – in 1911. It was founded by the Fila family – Ettore and Giansevero. Today, the main direction of the brand is associated with sportswear and footwear. In 2003, it was acquired by the American company Sports Brand International, and four years later, it was sold to a buyer from South Korea.

1911 – 1973

The famous Italian brand grew from a modest family-owned lingerie and knitwear business that opened in 1911. Its owners drew inspiration from the surrounding Alps because the factory was located in the mountains. In 1923, the manufacturer took a step towards a large fashion market by entering into a partnership with Maglificio Biellese. So he got out of his hometown and began to fill the empty niche of sportswear. The Fila logo of that time has not been preserved, but it became the fundamental basis for the word mark, which is now familiar to all connoisseurs of inimitable style.

1973 – today

The Fila logo had several versions. The first is known as the F-box because it contains the letter “F” in a dark blue square. The rectangular frame is associated with a box – hence the original name. Even then, “F” consisted of two parts. At the top was a red horizontal line with rounded corners. Below is a short, curved strip forming a right angle. She was blue, which allowed the designers to play with contrasts.

This emblem has adorned the clothes of Swedish skier Jan Ingemar Stenmark, Italian mountaineer Reinhold Messner, and Swedish professional tennis player Bjorn Rune Borg. With them and many other athletes and famous personalities, the firm signed a contract as part of a large-scale marketing campaign.

The current logo was introduced in the late 1980s. The developers expanded the concept by removing the quadrilateral and adding other letters to the “F,” made in a similar style. This is how the now well-known brand name with the inscription “FILA” appeared. It comes in different color versions. An abbreviated ‘F’ emblem with no square border is sometimes used.

Font and Colors

The current Fila logo is based on the classic F-box. It consists of straight and curved stripes. “I” looks like a vertical, rounded rectangle, “L” and “A” have merged into one fancy shape. And if its shape can still guess “L,” then “A” looks more like an open triangle than a letter.

At first glance, it appears that the emblem looks abstract. It shows the name of the company. The designers made the inscription unusual to emphasize the uniqueness of the corporate identity. Sharp lines express dynamism, as Fila is a sports brand for which moving forward always comes first.

The letters on the logo are not written but drawn, so we can only talk about the font conditionally. They are designed specifically for Fila. The word looks so original that it is difficult to read it without knowing the brand name. The perception is rather associative – abstract elements add up to a solid inscription, a set of straight and curved lines.

However, a similar font still exists: it appeared in early 2010. Inspired by the original style, the typographer Yuliyan Ilev came up with the Contemporary ONE typeface. He took four letters from the company’s logo and developed the rest on his own, guided by the proposed design.

The main colors of the Fila brand are red and blue. White is used as an additional one: it acts as a neutral background. Graphic artists have experimented with shades several times. For example, the first logo has a dark blue color, while later versions have lighter tones.

The basic palette remains unchanged as it is associated with reliability and energy. Regardless, there is a versatile black and white version of the emblem that looks appropriate in various visual contexts.

Fila color codes