Fila is a company that produces footwear, apparel, and accessories for various sports. It was founded in Italy in 1911 but changed its location in 2007. The South Korean subsidiary acquired the rights to the brand and bought out all of the subsidiary brands, moving the main headquarters to Seoul.
Meaning and History
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.
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.
Font and Colors
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.