The Supreme brand appeared in 1994. At first, it was a small skate shop in downtown Manhattan. Then he grew into a network of stores promoting street style and began working with fashion companies, designers, artists, fashion photographers, skateboarders, and celebrities. So the manufacturer occupied its niche, choosing youth culture as a guideline.
Meaning and History
The famous red and white logo, known as the Supreme Box, has become a symbol of high status. The emblem was created in 1994 when the first branded clothing store was launched. The store specialized in Spitfire, Shorty’s, and Zoo York products, but entrepreneurs began to think about creating their brand.
James Jebbia, one of the business owners, wanted to mark the opening of a skate shop in a t-shirt with his print. It was then that the audience first saw the Supreme logo. True, even James, at that moment, did not suspect that this inscription would soon be popular.
The iconic logo owes its appearance to a friend, James Jebbia, who lent a graphic designer a book about Barbara Kruger. Barbara – a conceptual artist from the USA – became famous for her unusual collages on acutely social topics. Futura’s white text in a red frame, which served as the inspiration for the Supreme brand name, was first presented at the Public Address exhibition in 1981.
But the author of the idea was not upset at all due to the fact that her style was stolen. In her opinion, intellectual property does not exist: this is just a way of corporate control. For the same reason, the artist did not go to court.
Supreme himself began a legal battle with another firm that chose a similar design. He demanded that the Married To The Mobor brand reimburse $ 10,000,000 for using the Supreme Bitch label on hats and t-shirts. Barbara Kruger, in turn, called what was happening a stupid farce and said that she was waiting for her to be accused of copyright infringement too.
In 2017, the company immortalized the scandalous logo in the short Crop Fields. Especially for this, she asked the Circlemakers group to depict the Supreme brand name on one of the California fields.
At first glance, it seems that the word “Supreme” is nothing special: the usual white letters without decorative elements are located inside the red rectangle. But this is what is part of Kruger’s recognizable handwriting.
The logo retains the original collage style that was used on the poster in support of abortion. Adhering to her creative traditions, the artist depicted the phrase “Your body is a battleground” over a black and white photograph. Well, the clothing manufacturer noticed how unusual the white inscription looks on a red background, and decided to borrow a conceptual design.
However, sometimes the Supreme decides to experiment. It can be changed in the color palette as part of a black and white monochrome or bolder steps. For example, after the earthquake and tsunami in Japan in 2011, a series of T-shirts with the BOGO logo appeared, and in 2017 the company briefly changed the design of the trademark in honor of the late street fashion expert Gary Warnett.
The famous red and white Supreme Box logo uses the Futura Heavy Oblique font. Paul Renner designed it for the Bauer Type Foundry in 1927. It is grotesque inspired by simple geometric shapes, including circles and rectangles. Bold letters are written in italics with a slope to the right. Smooth bends of rounded elements compensate for the absence of serifs.