Oakley is a corporation that is part of the Luxottica Group S.p.A. It was created in 1975 by motocross racer Jim Jannard. The assortment includes various accessories and clothing, but the company is best known as a glass manufacturer. This is indicated even by the logo, which has a characteristic oval shape.
Meaning and History
The corporate identity reflects the Oakley business. The horizontal, flattened oval is associated with glasses and adorns each frame as the main decorative element. However, before its appearance, the brand could only boast of an emblem with the inscription “OAKLEY” in which “O” and “K” with two connecting strokes formed the letter “A” and “L” and “Y” were part of “E.”
That all changed in 1993 when the manufacturer first placed a flattened oval on the logo. He also squeezed and stretched the inscription, which made it unreadable. In 1997, he had to sharpen the oval and change the font of the word “OAKLEY” to improve the perception of the branding style. This is how the bold sans serif version came about, with the first “O” shaped like a rectangle with rounded edges and looked like a spectacle frame.
At the same time, a version with a gray inscription and a complex multicomponent oval was adopted. The artists gave it a realism using a gradient. Both emblems, both simple and stylized, are still used today. There is another logo: with a horizontal rounded rectangle and the shaded word “OAKLEY.” The year of its appearance is unknown.
1975 – 1993
In the debut logo, the designers focused on the play of letters and meaning, so they used only the word “Oakley.” They designed it originally, connecting adjacent elements. The result is an emblem consisting of two fragments: “oak” and “ley”. A dividing border passes between them, while the rest of the signs are grouped in three pieces. “O” smoothly turns into “A”, the right side of which serves as the leg “K”. The situation is similar to the rest of the name: “L” is the platform for “E,” and its upper half is connected to “Y”.
1993 – 1997
This time, the developers separated the letter “O” into a separate element, enlarged it, and placed it above the word “Oakley”. They did not change the original writing style, but the form – yes. Therefore, the company’s name seems to be flattened with a huge oval “O”, demonstrating the extreme situation.
1997 – present
The administration abandoned the poorly readable lettering and approved a version with a visible “Oakley”. A large enough space has appeared between the letters, and they look like signs on an ophthalmic table for checking visual acuity (also called the Golovin-Sivtsev Table).
2001 – present
Now there is another logo in use, which appeared a little later than the previous one. It features a combined sports glasses frame formed from the company name’s first letter – “O”. It has wide sides, a narrow top and bottom. Below it is the dash-shaped word “Oakley”. Due to the alternation of thin black and white stripes, it seems much lighter, although the designers used the same colors for it – black and white.
Font and Color of the Emblem
The corporation’s trademark consists of two parts: graphic and text. The first is a rounded frame. The second is the inscription “OAKLEY.” Both elements are characterized by uneven line thickness: the geometric shape tapers at the top and bottom, and the letters combine wide and thin strokes.
Both the horizontally located oval and the rounded rectangle represent the frame of the glasses. They also resemble one of the Oakley headquarters buildings in shape. The manufacturer produces logos in the form of interchangeable decorative elements that can be attached to the temples. They are available in several colors: gray, polished black, polished chrome, blue, red, matte gray, polished gold, matte black.
For the word “OAKLEY,” the company chose a standard typeface from the sans serif group. Jim Jannard’s palette includes a combination of white and black. Monochrome contrast looks sophisticated, just like the brand’s products.