Fox Racing is a trademark of Fox Head Inc., which manufactures motocross equipment. It develops the extreme sports apparel industry with an impressive selection of shoes, jackets, gloves, pants, jerseys, helmets, vests, and various accessories. The assortment includes both fashionable and practical things because the brand’s target audience covers several segments of the population – from active youth to professional athletes.
Meaning and History
Fox Racing was founded in 1974, but then it had a completely different name: Moto-X Fox. It was founded by Geoff Fox, a respected physics professor and exemplary family man with a passion for motocross. He got introduced to off-road driving when he was a student, and on this basis, became close to Ian MacLachlan. Friends rode motorcycles together and then decided to open their own business associated with a common hobby. They had no money other than Geoff’s teaching salary. Despite this, they created a dealership, where they began to sell motorcycles, parts and provide service.
Geoff was creative. He knew that the popular Czechoslovak brand CZ did not have instructions in English, so he disassembled the new motorcycle model, photographed every detail, and made step-by-step instructions. The manual he created was 150 pages long, but its price tag was symbolic. When Geoff sold all the copies to CZ, he realized that it was possible to order parts by mail. However, Ian MacLachlan was against the new idea.
After the business split, Geoff consulted with his wife and bought a warehouse to store parts there. And in 1974, he registered the Moto-X Fox brand and began selling motorcycle parts by mail. In 1975, the first version of the famous Fox symbol appeared: an orange fox head in a circle. It cost the owner of the company a record $ 300 at the time, although initially, Geoff did not plan to acquire a logo. The entrepreneur did not understand why he needed this until he came under the influence of an advertising agency.
The original design was by Bob Baptiste. His work turned out to be so successful that it has come down to our times practically unchanged. The only difference is that in the modern logo, the fox’s head is black and white and uneven as reflected in the water. Despite minor modifications, the brand name remains recognizable and iconic. It is called the best investment in the motocross industry.
Everything the company did immediately attracted attention. In 1977, she formed her racing team and adorned the gear with the fox head logo. The next day, people started calling Geoff Fox, asking where they could buy the same clothes. The brand’s owner jumped at the chance and expanded the range by adding a complete motocross gear set. He began to develop this direction actively. In 1982, an advertisement for the new AXO boots was released, where the logo looked like red lettering “FOX” with a fox head instead of an “O.” This badge defined the manufacturer’s identity for the next 30 years.
The modern symbol is more minimalistic. First, it is black, with white space inside (it can be any color depending on the background, but white is the priority). Second, the word “FOX” is on the left and separated from the fox head, now on the right side.
Fox was chosen as the company’s mascot because its founder was named Geoff Fox. The motocross equipment manufacturer’s emblem looks like a carnival mask, despite its rather dark design. The imbalance of proportions, the absence of eyes, a pointed nose, and a wide line of eyebrows make the image mysterious and mystical. However, the head of the animal is slightly skewed to match the slope of the inscription.
The fox symbolizes courage, resourcefulness, and endurance. The designers have embodied in the logo her strategic qualities, the ability to quickly make the right decisions and find a way out of difficult situations, which is noticeable by her imperturbable sly squint. The fox is also associated with speed, the most important characteristic of motocross.
Font and Colors of the Emblem
The Fox Racing wordmark uses only the first part of the name: “FOX.” It looks monolithic because the letters are capitalized and interconnected. “F” and “O” merge at the top, and “O” and “X” at the bottom. The font is bold, slightly oblique. All strokes have the same thickness. The ends of the horizontal lines “F” are cut at an angle of approximately 45 degrees. The “O” is shaped like a parallelogram. The color is as brutal as the typography: the main version of the logo is completely black, with white gaps.