Fruit of the Loom is the largest American casual, sportswear, kids’ and denim apparel manufacturer. He also produces underwear, basketball, and softball balls. Moreover, it is also one of the oldest brands in the US textile industry, operating since 1851. He appeared in Warwick (Rhode Island), founded by brothers Knight – Robert and Benjamin. It is now headquartered in Bowling Green, Kentucky State. Since 2002, this garment company has been a subsidiary of Berkshire Hathaway.
Meaning and History
The professional career of the company began when the Knight brothers bought Pontiac Mill from Warwick and opened a company called B.B. and R. Knight Corporation. In 1856, they renamed it Fruit of the Loom and launched their first product, muslin.
The goods were sold through the Rufus Skeel store in Providence (a friend of Robert Knight). Skeel had a daughter who drew labels for rolled fabric. Since she liked fruits and berries, she portrayed them. As a result, the demand for the products increased. Especially in demand were fabrics with the apple logo.
The Knight brothers decided that these emblems would be the perfect symbol for the brand. They linked the concept of fruit to biblical motives and their brand name. Therefore, it turned out that this expression refers both to clothing and to the phrase “fruit of the womb,” which means children. The exact saying is reflected in Psalm 127: 3 of the Bible.
In 1971 (after Congress passed the first trademark legislation), the company’s owner immediately patented the logo, receiving the number 418. It is under this logo that the Fruit of the Loom brand is registered. Throughout history, he had seven emblems.
1893 – 1927
The very first logo has a rectangular frame consisting of several lines of different colors and widths. This is a miniature painting, judging by the quality and style of the image. There is a wide band under the frame, which is shaped like an arc. The name of the trademark is written on it. The still life contains a set of fruits and berries that are as close to real-life as possible. In the center is a large red apple with a light highlight on the side.
On the left, you can see many white grapes (usually greenish); above and on the right – a bunch of black grapes (usually dark blue or dark purple). In front of the apple are white currant berries. The image also contains leaves of three colors: green (grape), yellow (apple), and red (currant).
1927 – 1936
The designers have tweaked the brand’s visual identity mark and made it look like an emblem. To do this, they redrawn the picture in a different style (less realistic), removed the tape, and placed the fruits in an oval frame. They moved the currant berries to the left, some of the leaves changed color. At the same time, the clouds disappeared from the logo – only a light blue background remained. The inscription at the top has been preserved but has been shaped like an arch. The words “Fruit” and “Loom” are in large letters, and “of the” in small letters.
1936 – 1951
During this period, the company’s management approved the logo in a lithographic print, which resembles a wax seal in texture, color, and shape. In a triple-edged circle, there are fruits and berries taken from the picture. At the top, in a semicircle, there is a wide ribbon with the brand name.
1951 – 1962
In 1951, the developers returned the color to the logo and added a gradient in some places. The grapes turned green and dark blue again, the currants – white, the apple – red with a yellow highlight on the side. And to make the name stand out clearly, the designers made the letters black. They painted the seal in sandy beige.
1962 – 1978
Since this period, the emblem has radically changed its appearance. The authors used an oval in which the company name was placed. So they emphasized the priorities, highlighting the brand as the main one. And the designers moved the picture with fruits and berries (brand concept) to the top, to the center of the line that forms an oval. In doing so, they reduced the brightness of its color gamut. The first letters in the words “Fruit” and “Loom” have become uppercase, the rest – lowercase, but underlined with a black line. In addition, the inscription is supplemented with the phrase “Unconditionally Guaranteed.”
1978 – 2003
In 1978, the fruits and leaves returned to their normal color. Now they are catchy and distinct. The developers narrowed the oval, stretched it out, outlined it along the edge with a black line, and made it volumetric due to the shadow at the bottom. They removed the underlining in the title, replacing the lowercase letters with uppercase ones.
2003 – present
The modern version of the logo consists of two parts: the first is the text, the second is the icon. The designers removed the rest of the elements. Fruits and berries are now less vibrant than the previous emblem but still colored. The only difference between them is in the colors. The artists tried to preserve their natural shades, so they made the bunches white and purple, the currants yellow, the apple red with a yellow stalk, and the leaves green (by the way, now they are all replaced by grapes).
The designers also worked with the style of the name: in the current version, it is written in grotesque, thin elongated letters, except the middle part. It is in small print and is arranged in two lines.
Font and Colors of the Emblem
The image of fruits in the actual logo is far from realism – it is made in a hand-drawn design. Horizontal strokes highlight the commonality with the textile industry. Small stripes are visible on the grapes and the left side of the apple. They resemble a fabric formed from many intertwined fine threads.
Previously, all the letters in the emblem were serifs, but as a result of the last update, the layout changed: a geometric chopped typeface was chosen for the logo. It is called the Futura Serie BQ-Book and was developed by the German designer Paul Renner, who took the 1919-1933 Bauhaus style as a basis.
Signature colors during the modification of the emblem ranged from bright to restrained. There are most of the natural shades: red, pink, yellow, sand, purple, blue, green, white, blue.