Aeropostale is a well-known American retail company that specialises in stylish clothing and accessories. It is renowned for its distinctiveness and exclusivity. The company has built a reputation for offering trendy apparel that easily catches the eye. The brand has undergone a few changes in its logo over the years, the evolution of which reflects the brand’s journey and adaptation to changing trends. The article explores the evolution of the Aeropostale logo over the years, among other details of the company.
The Genesis of the Aeropostale Logo (1987 – 2000s)
The initial Aeropostale logo was characterised by clean lines and a straightforward font. The uppercase letters written using an extra-bold serif typeface conveyed a sense of formality, and the first letter “A” was markedly bigger in size than the rest. This simplistic design with letters containing slightly curved bars and thin serifs endured for several years. Also, the letter “E” had a triangular accent mark in black above it. These logo elements helped Aeropostale establish a foundation for the brand’s visual identity.
(2000s – 2017)
As the 21st century unfolded, the Aeropostale logo too saw a change. In the early 2000s, the brand embraced a bold and more stylised aesthetic in navy blue colour to emphasise its association with air transport. The accent mark on top of the letter “E” was retained to symbolise the earlier rebranding efforts of the brand. However, the size of all the letters was made similar, unlike in the original iteration. Also, the spacing between the letters was increased to highlight the brand’s focus on legibility, simplicity, and accessibility.
(2017 – Present)
The current logo is depicted in black against a white background, which aligns with the prevalent colour scheme used in the world of fashion. The logotype uses a generic sans-serif typeface with average sizes and spacing. The letter “E” has a short middle bar and an acute accent above it, which made it distinguishable from the competition.
The Elements of the Aeropostale Logo
Font
The wordmark used in the Aeropostale logo is written using a geometric sans-serif typeface with medium-thick letters in uppercase. The similar fonts to the Aeropostale font are the Saa Series E D and Westmount Light.
Colour
The colour palette of the Aeropostale logo combines red and black to evoke a sense of power and professionalism. Besides, the colour scheme made the logo elegant and timeless.
The History of Aeropostale
Aeropostale was launched in 1987 by R.H. Macy & Co. Initially, it was a private label that targeted young men before becoming a standalone speciality store chain in shopping malls. The first locations opened in New Jersey and California and were designed to evoke the excitement of aviation and adventure. It drew inspiration from the historic Compagnie Générale Aéropostale, which was a pioneering French airmail service from the 1920s whose legendary pilots included Antoine de Saint-Exupéry, author of “The Little Prince”. The early store interiors of Aeropostale resembled aeroplane hangars and featured eye-catching props. However, the product mix soon leaned more toward casual, affordable clothing for teens. It was similar in style and price to The Gap and Banana Republic.
In 1998, Federated Department Stores sold Aeropostale to an investment group led by Julian Geiger and Bear of Stearns Merchant Banking. The new leadership repositioned the brand toward mainstream teen fashion. It gathered insights from focus groups and leveraged college athletes as informal influencers. By 2003, Aeropostale expanded to 400 stores and focused on preteens and teenagers ages 11 to 16, especially girls’ wear and accessories. It achieved rapid growth in key states like California, Florida, and Texas. In the mid-2000s, the brand further diversified its offerings to mature teens and young adults through lines such as Jimmy’Z, which were dedicated to trendy, celebrity-inspired casual wear.
During its peak, the Aeropostale brand became a staple in various malls with over 700 stores. It went public in 2002 and enjoyed significant sales growth. However, competition from brands such as Abercrombie & Fitch and American Eagle, along with shifting market trends, led to later financial struggles. Besides, there was a visible transformation away from its adventurous original inspiration to focus primarily on teen-driven fashion essentials.
Interesting Facts About Aeropostale
- The brand’s name, Aéropostale, comes from the pioneering French airmail service “Compagnie Générale Aéropostale”. It used to transport mail between France, South America, and Africa in the early 20th century.
- Aéropostale was launched in 1987 as a subsidiary of Macy’s department stores. It had a goal of creating an affordable and stylish clothing line for teenagers and young adults.
- The brand became especially popular in the late 1990s and early 2000s for its logo-heavy T-shirts, hoodies, and casual wear that resonated strongly with high school and college students.
- At its peak, Aéropostale had over 1,000 stores worldwide, which included locations in the U.S., Canada, the Middle East, Asia, and Latin America.
- Unlike some competitors, Aéropostale focused on making its clothing affordable without sacrificing trendiness. This aspect gave it an edge among budget-conscious young shoppers.
- Many of its iconic T-shirts and hoodies feature the “A87” logo, which is a reference to the brand’s founding year, 1987.
- In 2016, Aéropostale filed for Chapter 11 bankruptcy due to declining sales. However, it was rescued by a group of mall operators and brand management firms, which allowed the brand to make a comeback.
- After restructuring, the company shifted focus toward online sales, social media marketing, and e-commerce in order to stay relevant with the Gen Z audience.
- Aéropostale has been working on eco-friendly clothing lines. It did so by using recycled fabrics and sustainable production methods to appeal to environmentally conscious shoppers.
- In the early 2000s, Aéropostale was a staple in American malls and often featured in TV shows, movies, and teen magazines. It became a symbol of youth fashion at the time.
Finally
The evolution of the Aeropostale logo encapsulates the brand’s journey from its origins as a modest label to its status as a global fashion presence. The brand’s capacity to adapt to its ever-changing audience is demonstrated by several aspects. These include the modifications in font, addition of the accent mark, and switch to a more modern style in the digital era.