The American company Under Armour has been manufacturing sportswear, shoes, and equipment since 1996. It was founded by Kevin Plank, a 23-year-old captain of a university football team. At first, he created moisture-absorbing uniforms, but then he significantly expanded the assortment.
Meaning and History
On the emblem, the phrase “Under Armor” was originally beaten. It appeared entirely by accident. Kevin Plank wanted to name his brand “Body Armor,” as reported to his brother Bill. But he misunderstood what he heard and thought that we were talking about Under Armor. Both of them liked this version, and they decided to leave it. The only change was spelling: in the second word, the abbreviated American suffix -or was replaced by the British -our. This is because a free number was available for the selected name.
The company owes its success to a bright and visible logo. Back in 1996, Jeff George, the defender of the Oakland Raiders team, appeared on the homepage of USA Today in a signature turtleneck with the Under Armour logo. The emblem was immediately noticed. After that, they began to order football equipment produced by Kevin Plank actively. Of course, the aesthetic component also matters, but the trademark is a certain design feature.
The graphic symbol of the brand consists of two semicircles. They are mirrored and intersect at two points. The first figure is directed upwards and denotes the letter “U.” The second looks down and shows “A.” Together, both elements form a unique monogram, somewhat reminiscent of an inverted Chanel logo.
The design of the logo has changed several times.
In 1996, the lines were smoother and elongated on the logo.
In 1997, the length of the lines decreased because the logo was placed inside the ellipse.
In 1998, the central parts of the semicircles became narrow, and the edges were noticeably thickened.
In 1999, the brand symbol was left without any borders that previously surrounded it. Under the symbol was the inscription “UNDER ARMOR,” and below it, the second inscription “Performance Apparel.”
In 2005, the inscription “Performance Apparel” was removed. In this form, the trademark has survived to the present day.
A font designed specifically for the company, used since 1997. The “Under Armor” was made with this font. The inscription is under the original brand symbol. All letters in words are capital, strict, sans-serif. Typography combines both sharp corners and smooth edges. This is a hint that the clothes may look aggressive, but they are still comfortable to wear. The horizontal strokes “D,” “E,” “R,” and “A” are short: on the left side, they do not reach the vertical lines.