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.
The History of Under Armour
Under Armour is a prominent name in the sportswear industry, which was founded in 1996 by Kevin Plank, a former special team’s captain for the University of Maryland football team. The inception of the brand was driven by Plank’s personal experience with athletic wear. According to which, he noticed that his compression shorts remained significantly drier than his cotton T-shirts during games and practices. This observation sparked his innovative idea to create moisture-wicking apparel that would keep athletes cool and dry.
Plank began his entrepreneurial journey from the basement of his grandmother in Washington, D.C., where he developed prototypes of his shirts. He sold these garments out of the trunk of his car while travelling along the East Coast. His first significant sale came at the end of 1996 when he secured an order worth $17,000 from a college football team. This initial success laid the groundwork for the rapid growth of Under Armour.
By 1998, Under Armour had relocated to Baltimore, Maryland, and started to gain mainstream attention. The brand quickly established contracts with various collegiate sports teams and began to attract high-profile endorsements. Notably, a front-page photo in USA Today featuring Oakland Raiders quarterback Jeff George wearing Under Armour gear helped propel the brand into the spotlight.
In 2005, Under Armour went public on the NASDAQ and raised $153 million in its initial public offering (IPO). This move allowed the company to invest further in marketing and product development. Throughout the late 2000s, Under Armour expanded its product lines beyond moisture-wicking shirts. It included a wide range of athletic apparel, footwear, and accessories that were designed for various sports and weather conditions.
Today, Under Armour stands as a formidable competitor to giants like Nike and Adidas. The brand has successfully carved out a niche for itself in performance apparel through continuous innovation and strategic marketing. Its commitment to quality and athlete-centric design has strengthened its reputation as a leader in the sportswear market.
The journey of Under Armour from a small startup to a major player in athletic apparel is a testament to the vision and determination of Kevin Plank. The brand continues to evolve by focusing on enhancing athlete performance through cutting-edge technology. At the same time, it maintains its core identity rooted in innovation and excellence.
Interesting Facts About Under Armour
- Under Armour was founded by Kevin Plank, who was a former football player representing the University of Maryland.
- Kevin Plank started the Under Armour business in the basement of his grandmother in the Georgetown neighbourhood of Washington, D.C.
- Under Armour was not the first choice as a brand name. In fact, names such as “Heart” and “Body Armour” were the choices but were denied.
- Under Armour has its headquarters in Baltimore called the Tide Point.
- The headquarters have train tracks running through it. So, when a train comes, employees speed walk across the tracks.
- The Under Armour headquarters has four types of bio walls with self-sustaining tropical plants for natural air purification.
- Kevin Plank was thrown out of his school after failing two classes and for having a drunken brawl with some football players of Georgetown University.
- Kevin Plank was later given a scholarship at the University of Maryland, where he walked into its football team.
- Kevin Plank tried his hands at different things before founding Under Armour. He started a flower business and even sold T-shirts and bracelets at Grateful Dead concerts.
- Under Armour made its debut as product placement on the big screen in the movie “Any Given Sunday” in 1999.
- Kevin Plank included the British spelling of armour as he thought the phone number 1-888-4 ARMOUR was much better to hear than 1-888-44 ARMOR.
- In 2000, Under Armour had almost emptied its coffers to buy a half-page ad in the ESPN magazine. In fact, every employee volunteered not to receive their salaries for a few weeks to ensure the same.
- The first patent of Under Armour was for a sports bra.
- Under Armour owns apps such as MapMyFitness, MyFitessPal, and Endomondo and even created an app called Record. Across the above-mentioned apps, Under Armour has more than 130 million users.
- Several Under Armour employees commute to the headquarters by water taxi as they live across the Inner Harbour at Baltimore.
- The employees of Under Armour speak over 40 languages. These include the American sign language, Telugu, Swedish, Thai, Afrikaans, Hungarian, Malay, Tagalog, and Latvian.
- The European headquarters of Under Armour is based in the Olympic stadium of Amsterdam, which hosted the 1928 Olympics.
- Under Armour has an in-house portal to generate ideas. It has received more than 30,000 ideas.
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.