New Balance is a prominent name in the athletic footwear and apparel industry, known for its commitment to quality, comfort, and innovation. The brand’s history spanning over a century is marked by significant developments that have shaped its identity and market presence. The New Balance logo and its iterations represent a brand with a commitment to quality.
The logo has undergone a few transformations since its inception, which reflect changes in design trends and the company’s evolution. This article explores the history and evolution of the New Balance logo and details its various iterations over the decades.
The Genesis of the New Balance Logo (1972 – 2006)
The name “New Balance” was inspired by its founder, Riley’s observation of chickens. According to him, the three-pronged feet of chickens demonstrated perfect balance. However, it wasn’t until 1972 that New Balance introduced its first notable logo, which marked a significant milestone in its branding journey.
The first logo introduced in 1972 featured a dynamic design that incorporated the tilted letters “N” and “B” in black to symbolise New Balance. The letter “N” was marked with twelve speed marks in alternate black and white colours, which gave it a sense of motion and energy.
The letter “B,” on the other hand, featured alongside “N” as a solid black marker. This logo conveyed a sporty aesthetic that aligned well with the emerging running culture of the time. Below the emblem, the full name “new balance” in smooth, streamlined, lowercase was presented in a simple sans-serif font.
(2006 – 2008)
In 2006, New Balance made subtle yet impactful changes to its logo. The number of speed marks on the letter “N” was reduced from twelve to seven. This simplified the design while maintaining its energetic essence. The colour scheme was updated to include a vibrant red for the “NB” and the text for “New Balance” below. This change not only modernised the logo but also injected new life into the brand’s visual identity.
(2008 – Present)
By 2008, New Balance introduced another refined version of its logo, which featured just five speed marks on the letter “N.” This iteration retained the red colour but shifted to a deeper shade, thereby creating a more sophisticated look. The design could be used with just the “NB” or accompanied by the full name “New Balance.” This allowed for flexibility in branding applications. This version has remained largely unchanged and continues to convey speed and movement effectively.
The Elements of the New Design Logo
Font
The font used in the New Balance logo was designed by Herb Lubalin and resembles ITC Avant Garde Gothic Demibold. This choice reflects a modern aesthetic that complements the sporty nature of the brand.
Colour
Throughout its history, New Balance has primarily utilised three colours: red, black, and white. While early logos were often black-and-white, red was introduced to symbolise passion and energy. Today, variations exist that incorporate these colours in different combinations.
Finally
The visual identity of New Balance in the form of its various logo iterations shows the growth of the brand from an arch support company to a major player in athletic footwear. Each iteration of the logo has maintained core elements while adapting to contemporary design trends. Today, it stands as an emblem of quality and performance and resonates with athletes and casual wearers alike. The ability of the New Balance logo to evolve while retaining its identity is a testament to effective branding strategies in an ever-changing market landscape.