Under Armour is an American-based sports apparel and equipment company that was founded in 1996 by Kevin Plank, captain of the football team at the University of Maryland. The Under Armour logo is a significant emblem in the sports apparel industry, for it represents not just a brand but also a commitment to performance and innovation. This article explores the history and evolution of the Under Armour logo and details its design changes over the years.
The Genesis of the Under Armour Logo (1996 – 1997)
The Under Armour logo was first introduced in 1996, shortly after the inception of the company. The initial design featured a sophisticated and stylish emblem that combined the letters “U” and “A” from “Under Armour.” This logo was monochrome, with two similar overlapping arches in vertical, symbolising unity and strength. The wordmark “ARMOUR” was presented in capitals and in a bold and classy serif font. It was accompanied by the tagline “Athletic Apparel” beneath it. This early logo version aimed to convey a sense of luxury and performance.
(1997 – 1998)
In 1997, Under Armour refined its logo by introducing a horizontally stretched oval badge. This design change involved placing the brand name at the top in a thicker, square-style font. At the same time, it also retained the overlapping “U” and “A” in the centre. The tagline “Athletic Apparel” remained below the emblem. This iteration marked a shift towards a more modern aesthetic and aligned with the contemporary design trends of the time.
(1998 – 1999)
By 1998, Under Armour further simplified its logo. The design was enclosed within a thick, bold oval frame, but the tagline was removed to streamline the visual identity. The colour palette shifted to a single grey tone to enhance clarity and recognition. The brand name below the emblem was refined to become more modern and bolder. The logo emphasised the commitment of the brand to performance without unnecessary embellishments.
(1999 – 2005)
In 1999, Under Armour embraced a striking black-and-white colour scheme and replaced the previous grey tones. This change modernised the logo and reinforced its visibility across various platforms. In the logo redesign, the smooth emblem was retained, but enhancements were made to both the symbol and typeface. Additionally, “Performance Apparel” was added beneath the brand name to further emphasise the focus of the company on high-quality athletic wear. A horizontal line separated both the wordmarks.
(2005 – Present)
The most significant redesign occurred in 2005, when Under Armour simplified its logo by removing any additional text or taglines. The iconic emblem remained intact and featured the interlocking “U” and “A” without distractions. This minimalist approach allowed for greater versatility across different products while maintaining brand recognition. The black-and-white palette continued to dominate and reinforced the logo’s modern and sleek appearance.
The Elements of the Under Armour Logo
Font
The font used in the Under Armour logo plays a crucial role in distinguishing it from competitors. The logo utilises a bespoke, bold sans-serif font to display the company name. This distinctive typographic choice ensures that the logo is both readable and uniquely recognisable.
Colour
Colour is another vital element in shaping the Under Armour logo. While experimenting with various colour schemes over time, including grey tones, the brand has predominantly stuck with its iconic black-and-white palette. The bold use of black creates an impactful visual presence that conveys strength and resilience.
In contrast, white serves as a balancing element and draws attention. It introduces new design elements effectively into the logo’s composition. Together, these colours have made the logo a recognisable symbol in the world of sports apparel.
Finally
The Under Armour logo has undergone several changes over the years. These changes reflect the changes in design trends and the brand’s growth within the competitive sports apparel market. From its sophisticated beginnings to its current minimalist form, each logo iteration has maintained a strong connection to the core values of Under Armour—performance and innovation.