Fila is a global sportswear company with roots in Italy and is best known for being an athleisure brand. Founded in 1911 by brothers Ettore and Giansevero Fila, the brand has been owned by the South Korea-based Fila Holdings Corporation since 2007. The Fila logo reflects the evolution of the brand itself, from its origins in Italy to its status as a global sportswear icon. Interestingly, the Fila logo has remained mostly unchanged over the years, which has helped it retain its brand identity for decades. The article delves into the history and evolution of the Fila logo over the years.
The Genesis of the Fila Logo (1911 – 1973)
Beginning in 1911 in Biella, Italy, Fila used to produce knitwear and underwear. It ventured into creating and pioneering the “athleisure” segment later. Although the company’s history spans over a hundred years, it has a pretty consistent logo design. Unfortunately, the original logo isn’t available anymore, and it was only in 1973 that the modern visual identity of brand Fila was introduced.
The F-Box Logo (1973 – Present)
The Fila logo has many variants, starting with the F-Box. Introduced in 1973, the F-Box logo design marked a significant milestone in Fila’s branding. This design featured a bold “F” with a thin white framing encapsulated within a dark blue square. The “F” was creatively split into two parts: a thick red horizontal cylindrical line on top with rounded corners and a curved blue cylindrical strip below, forming a right angle. This distinctive logo became synonymous with athletic excellence and was prominently displayed by renowned sports persons of the time. These include the Swedish tennis player Björn Borg, the Italian mountaineer Reinhold Messner, and the Swedish skier Jan Ingemar Stenmark.
It was only in the late eighties that the current logo was introduced, which included the wordmark “Fila” along with the refined F-Box emblem with or without the square frame. The unusual letters of the logo sans the use of any font symbolise dynamism. For instance, the letter “F” has been taken from the F-Box emblem, while the letter “I” is written in the form of a bold vertical strip.
Both “L” and “A” are connected to constitute a single glyph or structure. Interestingly, the font Contemporary ONE was created by designer Julian Ilev based on the letters of the Fila logo.
The logo is quite basic but shows an abstract image of the name of the company using curved edges and shapes. It works well in any colour and on any background, which makes the logo ideal for an athleisure brand.
When only the logotype is used:
The Elements of the Fila Logo
Font
The wordmark is likely to be handcrafted specifically for the brand. However, one could look for a similar font, such as the Contemporary ONE typeface by Yuliyan Ilev. The letters “F,” “I,” “L,” and “A” closely resemble those in the Fila logo, while the rest of the glyphs are inspired by the emblem of the iconic sports brand. The typeface was first released in the spring of 2010.
Colour
Fila’s logo has almost always featured a colour palette of dark blue, red, and white, although the shades have varied over time. For instance, the classic F-box icon from the Björn Borg and Reinhold Messner era used a very dark blue, similar to the current shade, while later versions have appeared in lighter tones. The red and dark blue combination is common in sports logos, which gives it a somewhat generic feel. Still, it evokes associations with energy and vitality (red), as well as loyalty and reliability (blue).
Finally
The Fila logo is a testament to the changes in design and shifts in branding strategy and market positioning. It has played an integral role in communicating the identity and values of a company that had humble beginnings and has become a global sportswear powerhouse. Today, whether through the iconic F-Box or the streamlined wordmark, the Fila logo remains a symbol of creativity, dynamism, and athletic excellence.