The Foot Locker shoe brand appeared at Woolworth in 1974. And 14 years later, this company opened a division of the Woolworth Corporation, which later became known as the Venator Group, Inc. After another renaming (in 2001), it became Foot Locker, Inc. He was named after the most successful brand he owned at the time.
Meaning and History
What is Foot Locker?
Foot Locker was once the flagship brand of F.W. Woolworth Company. This name is now Venator Group, Inc. (formerly Woolworth Corporation), which was renamed in 2001. Its international network includes more than 2.5 thousand sportswear, shoes, and accessories stores.
Foot Locker positions itself as a brand for sneakerheads, for people who collect sneakers and know how to distinguish an original pair from a fake one. He states that he has a lot of exclusive shoes in his assortment that is not available in other stores. And all because of an unusual concept built on the love of sneakers. On the other hand, the catalog is not limited to only one category of products – the retail chain offers a wide selection of men’s, women’s, and children’s sportswear.
The Foot Locker logo has long depicted a referee wearing a striped black and white T-shirt. By the way, store employees wear the same uniform, maintaining a single visual identity. The sports referee is still the main mascot of the brand, but it is no longer in the main version of the wordmark: now, the main one is a single inscription in a rectangle.
1974 – 1988
In 1974 F.W. The Woolworth Company acquired the flagship Foot Locker brand. Its name was placed in the logo’s center: the designers used red color and a custom sans-serif font for the design. The latter is very similar to the ITC Bauhaus Heavy. All letters, except “k,” were rounded. The “e” had a skewed horizontal line, and the edges of the “c” adorned the cuts at an unusual angle. The inscription was on a white background and was surrounded by a green line that formed an upside-down bathtub.
1988 – today
In 1988, the parent company established a division of the Woolworth Corporation to operate Foot Locker through it. Meanwhile, the shoe brand changed its logo. As a result of the redesign, the green border has disappeared. Instead, an image of a referee in a jersey with vertical black and white stripes and a small black pocket on the right side appeared above the brand name. At the same time, the developers made the font more confident, replacing smooth curves with rounded right angles, even though the overall shape of the geometric grotesque was preserved. The red color has become a little lighter and brighter than the first version.
2020 – today
In 2020, Foot Locker (former Woolworth Corporation, known as Venator Group, Inc. from 1998 to 2001) revisited its brand concept. In this, she was helped by the staff of the agency Jones Knowles Ritchie. They developed a new strategy and brand identity to appeal to women who love athletic shoes.
The specialists chose a discreet black and white scheme to establish contact with the target audience. At the same time, the image of the sports referee was removed from the main version of the logo. Now the word mark contains only a white inscription in a black rectangle. The font has not changed much: the designers have retained the original shape of the letters, thanks to which the brand remains recognizable.
Font and Colors of the Emblem
Jones Knowles Ritchie drew parallels to World War I-era ships that used striped camouflage not to hide but to avoid being recognized. So modern Foot Locker magazines can be identified by black and white lines, as on the referee’s uniform. The new discreet logo fits perfectly into this environment. But the old emblem with the referee was not forgotten because the sports referee is still the main talisman of the Foot Locker.
The current lettering design was developed back in 1988. And only in 2020 representatives of the Jones Knowles Ritchie agency, together with typographers from the F37 Foundry foundry, create an individual sans-serif typeface based on it. More precisely, a whole family with three subtypes of typefaces: Classic, Standard, and Stripped. The Classic version is used for the logo.
The color of the current wordmark corresponds to the coloring of the referee’s uniform. The designers did not repeat the iconic stripes but made the company name white and placed it inside a black rectangle.