Le Coq Sportif is a French manufacturer of sports equipment, footwear, and apparel. He is the official supplier of uniforms for many teams, including foreign ones. It has been on the market since 1882 – since Emile Camuset opened a knitting workshop.
Meaning and History
The company logo was initiated by Roland Camuset, who was Emile’s grandson. He chose a stylized Gallic rooster as the central image. This is a reference to the name of the company and an unofficial symbol of France.
First, the bird label adorned the collars. Then it was moved to the chest so that athletes proudly wear the Le Coq Sportif logo. The design has changed many times under various circumstances, but this did not affect the overall concept.
1948 – 1950
The first emblem looked like a classic label and was embroidered on all types of clothing. Within the white rectangle were several horizontal inscriptions:
- “Bonneterie Sportive Romillonne” (top)
- “Le Coq Sportif” (middle)
- “Romilly sur Seine” (bottom)
The last phrase was the name of the factory. On the left was the head of a crowing rooster, drawn by Roland Camuset himself.
1950 – 1960
In 1950, the manufacturer registered Le Coq Sportif as a trademark. Simultaneously, he modernized the corporate graphic symbol, giving it the shape of a triangle. The geometric figure represents the family triumvirate at the company’s head: daughter, son, and grandson Emile Camuset. Inside, a rooster is depicted in full growth against the background of the rising sun. White and blue stripes form beams. Outside, along the triangle’s sloping sides, the brand name is written, divided into two parts.
1960 – 1965
To celebrate the partnership with the French national team during the XVII Olympiad Games in Rome, the company has released a new emblem. Behind the rooster is the Olympic flag: five multi-colored rings connected. This is the first colorful logo of the brand. The palette includes black, red, blue, yellow, cyan, and white.
1965 – 1966
The new graphic is similar to the 1950 version. A proud rooster stands inside a triangle. The background is a rectangular shield with a pointed base and three vertical lines in white and blue.
1966 – 1968
In 1966, the designers removed many details, leaving only the triangle, the brand name, and the silhouette of a bird without legs and head. They also turned the rooster to the left and changed the position of the inscription. “Le Coq Sportif” is now inside the blue rectangle at the bottom of the logo.
1968 – 1973
The French team’s clothes, which participated in the Munich Games of the XX Olympiad 1972, were decorated with the emblem without the usual bird. An abstract figure was drawn in a triangle with a wide blue outline. The bold “checkmark,” as conceived by the authors, symbolized a rooster.
1973 – 1975
Designers have created a new label, especially for the line of tennis suits. It depicts the silhouette of a bird without the classic triangular frame and brand name. But this minimalistic version only lasted two years.
1975 – 2009
In the 1975 logo, the rooster is in the center of the triangle. There is a registered trademark in the right corner. Below the geometric figure is the phrase “Le Coq Sportif.” All letters are lowercase, typographic font.
2009 – 2010
In 2009, the developers enlarged the rooster so much that it ceased to fit into the triangle. They also removed the “®,” made the outlines thicker, and slightly changed the lettering’s shape. Letter spacing has expanded, so characters are easy to read and don’t merge like they used to.
2010 – 2012
The logo has not received significant changes. The only change happened with the background color. Now it has become dark, and the bird itself has now been made with a white background.
2012 – 2016
Ron Arad designs the modern logo. He tried to convey style and dynamism – the fundamental principles that the sporting goods manufacturer adheres to.
The rooster is looking to the right, as it was on logos before 1968. Below is a semicircular figure consisting of three parts. Its fragments are painted in three colors (blue, white, and red), which resembles the French flag. The tricolor has long been considered an allegory of freedom. It reflects the patriotism of Le Coq Sportif and points to the birthplace of branded products.
2016 – today
To achieve relevance, the logo developers took the previous version and, without changing anything in the drawing style, supplemented it with several elements. So, they added color and logic to the image because now the rooster crows against the rising sun’s background. It is depicted in the form of a semicircle and consists of the French flag’s colors – blue, white, red. The designers also corrected the bird’s color: they removed the black and replaced it with dark blue. And they left the slenderness and fit of the Gallic rooster the same so that the symbol ideally corresponded to the name of the trademark.
Font and Colors of the Emblem
This brand has an incredible array of logos, each with a distinct identity. But they also have common features: they can be traced throughout the entire evolution of the corporate identity. Firstly, this is the image of the main French mascot – the Gallic rooster. Secondly, the traditional combination of blue, black, and white was periodically complemented by red. Now the emblem is the most complete because it contains all the attributes of French national pride.
The emblem uses a typeface that is as close as possible to Helvetica Neue Condensed Bold and Black with some changes. The lettering is in lower case and is executed in smooth chopped letters. The color content of the logo was constantly changing: it was either monochrome or full color. However, several shades of blue, white, red, and black are predominant in the palette. They reflect the shades of the French national flag.