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4 LogoLuv stories about retail logo: logo history, design choices and what they mean.
Uniqlo’s logo is two red squares, one with the name in Japanese katakana and one in Roman letters, and it is close to the plainest mark any big fashion brand uses. That plainness is the whole strategy.
The Under Armour logo is two letters, a “U” stacked on an “A,” drawn so tightly together that most people read it as a single symmetrical X. It has barely changed since Kevin Plank started the company in 1996, and that refusal to change is a large part of why it works.
The Tommy Hilfiger flag has hardly changed since 1985, and in that time it has been worn by yuppies, by Snoop Dogg and Aaliyah, and by teenagers who discovered it on TikTok. Very few fashion logos have crossed that many crowds without being redrawn to suit them.
Most shoppers who walk past a Carrefour sign never notice the letter in the middle of it. Between the red arrow and the blue one sits a white “C,” formed entirely by the empty space, and it has been there since 1966.
