Joma is a Spanish company that manufactures sports equipment. It was established in 1965 under the name Fructuosa Lopez SA. It received its current name in 1969. For more than half a century, it has been operating under Fructuoso Lopez’s management, producing quality shoes and uniforms.
Meaning and History
The company’s debut logo appeared in 1973, and two years later, it graced the first advertising billboard. It was Joma, light brown, handwritten in block letters. The designers used a stylized font with decorative serifs and a slight left tilt to make it memorable.
The word depicted in the logo is an abbreviated version of the name Joselito Manuel. That was the name of the eldest son of Fructuoso Lopez. Moreover, the Joma company’s name is pronounced not in the Spanish manner, with the H sound at the beginning, but in English – with J.
The sports brand’s current logo format is simple. It contains only the text part. The letters are large, wide, squat. They are in bold, lowercase, and centered. At the same time, each symbol has distinctive features. For example, the letter “J” is made longer than the rest of the characters, the inner gaps “m” is exactly like a popsicle on a stick, “a” has a long tail curled up. The designers left everything as it is, removing the bird mascot graphic icon. The unique color of the emblem is also preserved – ultramarine.
Font and Colors of the Emblem
The modern logo is similar to the first, although the font has been slightly modified. Uppercase “J” does not differ in size from lowercase “o,” “m,” “a.” The fact that it is written in uppercase is indicated only by the absence of an upper dot. All letters are bold, with pronounced rectangular serifs. Only “J” and “a” have large, rounded tails.
The word “Joma” has a deep blue tint. The bird depicted on the left side of the emblem is painted in the same color. This is the old symbol of the company – a hunting eagle that is about to grab its prey. It fits into the sporting goods brand concept as it evokes associations with danger, strength, speed, and superiority.