New Balance is a legendary brand owned by New Balance Athletics, Inc. It was founded in 1906 by William J. Riley in Boston, Massachusetts. She now specializes in making sportswear and sneakers of all types. Moreover, for each line, it has an individual logo formed from the main one. And we can say that it is iconic, effective, and simple – an exemplary trademark that helps to sell.
Meaning and History
The brand’s emblem seems timeless, as does the sports shoes it represents. Moreover, the logo has retained its basic structure, shape, and appearance for almost half a century. The brand itself goes back to 1906 when it got its original name, New Balance Arch Support Company. Due to the construction of the shoe, it is based on flexible arch support technology, which guarantees comfort and balance while running in such shoes. This was first conveyed in the name of the company, and then in its symbols.
1972 – 2006
Until 1972, the trademark did not have its permanent logo: it began to be used much later. The graphical part includes an abbreviation – an abbreviation for the name of the New Balance company. Terry Heckler designed the logo.
The designer took dynamics as a basis, embodying it in the form of 12-speed marks applied to the “N.” Black and white stripes alternate between each other, creating a stylish weave in the form of slits. “B” has no such thing. It consists of a solid black marker. Both letters are in upper case and tilted to the right, which conveys movement, running.
The text half contains the phrase “New Balance,” which includes only lowercase letters. They are smooth, streamlined, austere, sans serif. The inscription is located in one line under the graphic element.
2006 – 2008
In 2006, the company undertook a small redesign. As a result, the emblem received fewer speed marks (they were reduced from twelve to six) and deep red. This is how the emphasis on energy, brightness, emotional, and physical surge given by specialized sneakers of this brand, appeared.
2008 – present
In the version of this period, the number of tags has changed again – now there are four of them. The color also changed: the logo got a scarlet hue, close to light crimson. Otherwise, everything remains the same as in the opening variation.
Font and Color of the Emblem
The symbolism of the brand name is very simple: there are no unnecessary elements in it. The visual range is built in such a way that it is an integral informative and marketing tool.
The original version was developed by Terry Heckler, a talented artist-designer, the author of such famous brands as Starbucks, Rainier Beer, K2, Cinnabon, Panera Bread, and more. Moreover, he managed to convey the most important information with letters and lines: purposeful movement forward, balance obtained thanks to the latest technology. The logo is formed due to the slope of the abbreviation and special marks – the so-called high-speed tracks, which has decreased from time to time.
The font used in the logo is similar to the ITC Avant Garde Gothic Demibold. Its creator is Herb Lubalin, who provided the typeface for Avant Garde magazine.
New Balance’s color scheme has changed with every brand redesign but has always revolved around just one palette – a combination of white, red, and black. The debut version is monochrome; the modern version is more diverse and consists of both black and white and red and white colors.