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.
The History of New Balance
New Balance was founded in 1906 by William J. Riley, an Irish immigrant who initially established the company as the New Balance Arch Support Company in Boston, Massachusetts. Riley’s motivation stemmed from his desire to create better arch supports for shoes, which he believed would enhance balance and comfort. The name “New Balance” was inspired by his observation of chickens, whose three-pronged feet provided perfect balance—an idea he translated into his arch support designs.
For the first several decades, New Balance focused primarily on manufacturing arch supports, catering mainly to workers who spent long hours on their feet. However, as athletes began to recognise the benefits of these supports, demand grew for specialised footwear. This led to the creation of the Trackster in 1961, which was notable for being the first running shoe available in various widths. Its innovative ripple sole provided improved traction, marking New Balance’s transition from an arch support company to a recognised sneaker manufacturer.
In 1972, Jim Davis acquired New Balance and shifted its focus towards becoming a leading brand in the running shoe market. Under his leadership, New Balance expanded its product line significantly during the running boom of the 1970s. The introduction of the iconic “N” logo on the 320 model in 1976 solidified the brand’s identity in athletic footwear.
The late 1970s saw New Balance gaining traction not only among serious athletes but also within popular culture. The release of the 990 model in 1982, known for its high price point and superior quality, positioned New Balance as a status symbol within urban street culture, particularly in Washington, D.C. This period also marked New Balance’s growing presence in hip-hop culture and its association with influential figures like Steve Jobs.
Throughout the 1990s and 2000s, New Balance continued to innovate while maintaining its reputation for comfort and performance. The brand embraced collaborations with designers and celebrities, further enhancing its appeal beyond traditional athletic wear. Collaborations with brands like J. Crew and influential figures such as Jaden Smith helped New Balance remain relevant in contemporary fashion.
In recent years, New Balance has celebrated its heritage with initiatives like “Grey Day,” honouring its signature colour—grey—which has become synonymous with many of its classic models. The brand has also expanded into new markets, including soccer, by leveraging partnerships with professional teams like Liverpool F.C.
New Balance remains a privately held company with significant revenue and a strong global presence. It continues to differentiate itself through innovative designs that cater to diverse foot shapes and sizes, ensuring that comfort remains at the forefront of its product offerings.
Interesting Facts About New Balance
- New Balance didn’t begin as a footwear company. It used to sell arch supports.
- New Balance started its journey in Boston, and its headquarters is still located in the neighbourhood of Brighton.
- New Balance has British roots; its founder, William J. Riley, emigrated to America from England in 1906.
- The name “New Balance” comes from its founder observing chickens in his backyard. There he saw how a three-toed foot supported a body.
- New Balance sold arch supports, its first product, for $5 in 1925.
- The first products of New Balance were not sold in retail stores. In fact, they were sold by a travelling salesman.
- New Balance used to sell arch supports to firefighters and policemen.
- New Balance was able to survive the Great Depression by offering a niche product that was high on quality even if pricey. In fact, it expanded its footprint further after the Depression.
- New Balance made its first sneakers in 1938 for runners. It used a crepe sole and leather upper of a black kangaroo. It can be said that New Balance designed and sold the first modern running shoe.
- After making sneakers for runners, New Balance started making sneakers for tennis, baseball, and boxing in 1941.
- In 1956, New Balance changed its name to “New Balance Orthopaedic Laboratory” in order to be appreciated by America’s fascination with science.
- New Balance did not sponsor any track team, for it wanted people to wear the sneakers as they believed in the brand.
- New Balance even faced resistance from retailers due to the many products and widths offered by it, which made sales difficult.
- Both Bill Clinton and Barack Obama are fans of New Balance, as they wore the 1500s and customised 990s, respectively.
- The New Balance headquarters in Boston is shaped like a chicken’s foot.
- In the late seventies, the New Balance 320 was crowned the best running shoe in the market by Runner’s World.
- When it comes to running, New Balance is second only to Brooks in the US market.
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.