Joma Logo PNG
Joma’s expressive logo features text in a stylized, squat font, with each letter individually drawn in ultramarine. It symbolizes danger, speed, strength, and superiority, the foundation of the brand’s concept for sports goods.
Joma was founded in 1965 in Portillo, Toledo, by 18-year-old Fructuoso López, who began producing footwear by hand at home without capital or facilities. The brand name came from José Manuel, his first son’s name.
In 1968, the company shifted toward sports footwear, building its first 500 m² workshop with 20 employees. In 1969, it was registered as Joma Sport S.A., and later expanded to a larger factory with 70 workers and semi-automatic lines.
International expansion began in 1980 at ISPO Munich. By 1984, López focused on foreign markets, starting with Germany, then Mexico, and Latin America. In 1988, a new 65,000 m² headquarters opened in Portillo.
In 1987, Joma developed the CPC cushioning system and launched professional football boots. By 1989, players from Real Madrid and Barcelona joined as brand ambassadors.
In 1992, Joma became the top football footwear brand in Spain, ahead of Adidas and Nike. That year, Fermín Cacho won Olympic gold in Joma spikes, and Spain’s football team also took gold wearing the brand.
In the late 1990s, Joma introduced colored football boots, breaking the all-black tradition. Players used white and red models in major matches, influencing the wider market, which Adidas and Nike later followed.
By 1997, the company had become the leader in Spain’s futsal footwear segment. In 2003, it entered the Forum of Leading Spanish Brands and expanded in Mexico.
In 2011, Joma signed with Valencia CF and reached over 50% of Spain’s football equipment market share. At the 2016 Olympics, it equipped over 10% of athletes, rising to 15% by the Paris 2024 Olympics. The company remains family-run across multiple generations.
Meaning and History
The company’s debut logo appeared in 1973, and two years later, it adorned the first advertising billboard. It was a Joma logo, light brown, handwritten in print letters. Designers used a stylized font with decorative serifs and a slight leftward tilt to make it memorable.
The word depicted in the logo is an abbreviation of the name Hoselito Manuel. This was the name of Fructuoso López’s eldest son. Additionally, the company’s name, Joma, is pronounced not in the Spanish manner, with an H sound at the beginning, but in English, with a J sound.
What is Joma?
Joma is a Spanish sportswear, footwear, and accessories brand founded in 1965 in Toledo, Spain. Starting with the production of soccer shoes, Joma quickly expanded its product range into other sports and became a leader in the manufacture of sports equipment in Spain and beyond. Joma operates in more than 110 countries, offering high-quality products at reasonable prices. Today, Joma offers a full range of products for men, women, and children, including clothing, shoes, and accessories for soccer, running, gym workouts, and other sports. The brand continually improves technologies and materials to ensure maximum comfort and support during training and competitions. Joma collaborates with various sports clubs and teams worldwide, including soccer clubs from Spain, England, Italy, Germany, and other countries. Additionally, Joma is the official equipment supplier for several national teams. The Joma brand continues to grow and develop, maintaining a reputation as a reliable, high-quality manufacturer of sports equipment.
The modern sports brand’s logo is simple. It contains only the textual part. The letters are large, broad, and squat. They are highlighted in bold, lowercase, and centered. At the same time, each symbol has distinctive features. For example, the letter “J” is made longer than the other characters, the inner spaces of “m” resemble an ice cream on a stick, and “a” has a long curled tail. Designers left everything as it was, removing the bird talisman graphic icon. The emblem’s unique color, ultramarine, has been preserved.
Font and Colors
The modern logo is similar to the first one, but the font has changed slightly. The capital letter “J” does not differ in size from the lowercase “o,” “m,” and “a.” The fact that it is written in the upper case is indicated only by the absence of the top dot. All letters are bold, with pronounced rectangular serifs. Only “J” and “a” have larger, rounded tails.
The word “Joma” is dark blue. The bird depicted on the left side of the emblem is painted the same color. It’s the company’s old symbol, a hunting eagle about to snatch its prey. It fits the brand’s sports-goods concept, evoking associations with danger, strength, speed, and superiority.
