Under Armor
- Started
- Last post
- 37 Responses
- canoe
Dude!I hate that logo. And I think it's obvious enough that I don't EVEN have to intellectualize the problems with the logo.
How did they get so big? Landed a contract with an NFL team and now they make nearly everything, even hamburgers!?
- dirtydesign0
- Under Armourmonospaced
- Thanks mono, you're much more connected to the real world than I'll ever be. I wouldn't even lie and say that I made a typo.canoe
- that wasn't what i was trying to do or point out ... I looked it up (just like dirtydesign here) and saw that it was spelled differentlymonospaced
- Basically, I wasn't trying to insult you in any way, shape or formmonospaced
- No way, my lack of popcultureness is not a good thing in this industry. Looking good mono.canoe
- like I said, I knew nothing about the brand, there was no logo you posted, so I ran a search and found that it was spelled differently, it wasn't a jab at youmonospaced
- Mono's insights into grammar and spelling are invaluable to this forum.spot13
- This wasn't about grammar and spelling. Ugh, I'm sorry I even wrote it.monospaced
- it's exactly about spelling, though.doesnotexist
- There is no way anyone here would be able to understand the written text without the quick and insightful spelling and grammar corrections provided by Mono!spot13
- I wasn't trying to make anyone feel bad for a typo! I posted the correct name to go along with the correct logo that dirtydesign posted. It wasn't personal.monospaced
- I Googled "Under Armor" to find the logo I didn't know it. I saw the different spelling and posted it as a note. Sorry it offended, that was not my intention.monospaced
- vesicula picesyurimon
- "vesica piscis" hey, in the spirit of things!keewee
- lol yeah. that.yurimon
- zarkonite0
You think a company's logo has anything to do with their ability to do business? You just need a symbol that's acceptable to most and distinctive enough not to be confused with anyone one else's.
Of course it's best if you have a great logo but it's far from being NEEDED to build a great company.
Let's be honest, that apple logo is fucking ridiculous. The name apple is dumb as shit too... if they could make that work, anything can be made to work.
- Dude, yes I think a brand mark is important I'm a graphic designer!canoe
- Dude, apple should have used an orange? What are you saying... dude?canoe
- Can you elaborate? How is a great logo needed to build a great company? or maybe you'd like to address my example, how is the apple logo so great?zarkonite
- I feel like the Apple logo worked because it was unique at the time (not so 80s techy), it evoked a couple of relevant cultural references, and was easy to see.monospaced
- Exactly!zarkonite
- That makes a logo ridiculous?monospaced
- Your points are exactly what I'm talking about, there's nothing great about the logo. It's acceptable to most and distinctive enough. And yeah, calling azarkonite
- computer company apple is kind of ridiculous, no? remember their original logo was litterally newton sitting under a tree =)zarkonite
- or what about this awesome piece of re-design: http://cdn2.sportngi…zarkonite
- That last one I don't really consider a redesign as much as just a stupid 3D polishing of the already existing mark.monospaced
- They used it for years, it was the logo Steve unveiled to help rebirth Apple in 1998. They company EXPLODED after that... not a great logo.zarkonite
- detritus0
Never heard of this brand beforehand, but having looked through their wares, it looks like they've got the logo they deserve.
Everything about their stuff is under designed, over ornate naff-looking gaudy sport crap.
Every decade has a company like this, in time it'll disappear too.
- So you're saying Under Amour is going to succumb to the benetton effect?canoe
- It's been around for 20 years is worth over a billion dollars and is worn by almost every player on practice field. I think it might be around awhile.voiceof
- Huh. I've genuinely never heard of them.
Guess that shows how sporty I am..detritus - NFL ... NHL ... MLB ... what naff contracts.ETM
- Brit here! None of that means anything to me.
I meant their design is naff-looking, which it is.. as is a lot of sportsware.detritus - *sportsweardetritus
- kinda big in rugby too.... just sayin' detriusArchitectofFate
- pinkfloyd0
Under Armour is like a cheaper version of nike athletic gear. Many athletes wear their brand, but I also feel they need a logo upgrade.
- lajj2
I used to work in an ad agency and Under Armor was the client.
The day the CEO visited, my overweight collegues had to hide, because the guy didn't want any non-fit people to work on his campains. Douchey guy he was.
- doesnotexist1
it's easy to say that you hate their logo, but you should elaborate on your thoughts. sounds like a gut feeling and you don't or won't understand the underlying reasons.
this is the sports world you're talking about here, not known for classy, well thought out logos that make the creative sector happy and satisfied.
- Like I said, the issues are too obvious for me intellectualize the matter.canoe
- So just telling everyone who disagrees they're wrong is what you decide to do. Cool.monospaced
- I'd say the Nike Logo was both classy and well thought out.Amicus
- dirtydesign0
They have endorsements with big talent.
- jtb263
Regardless of the logo's quality here are the important things to consider, and I'm sure they have at this point.
Success + Millions spent on advertising and endorsements = Equity in the mark.
Changing it at this stage would be like throwing money out of the window and then necessitate an even bigger spend to recoup that equity. Best case scenario they make it suck a little less every few years, but even this doesn't matter.
Missing this point is why some people don't take designers seriously.
That said, the logo could have been better, but it functions in all the ways a logo needs to function. You're wrong for wanting it to be better, just for thinking that it matters.
- You're not wrong*jtb26
- agreedmonospaced
- The mark isn't that bad compared to a lot of the industry.dirtydesign
- except I always want everything to be better, no matter :)monospaced
- Reebok for example.dirtydesign
- I don't mind it. So many horribly offending logos out there, their's just looks blah but doesn't offend.formed
- Google is one of the most valued brands in the world, nuf saidyoungdesigner
- google is love hate frenemy brand.yurimon
- I hear you Mono. This is why designers should fight to the death to bad designs up front. Best way to avoid being stuck with something terrible.jtb26
- *against bad designsjtb26
- mekk0
- see_thru0
Under Armour is for golf bro's and douche canoes...
- dirtydesign3
The products which the company is build off of, first layer gear, is the best for its purpose.
Whether you like it or not means shit to anyone.
- IRNlun60
I assumed the founder most likely worked for Nike or another competitor but according to wikipedia it looks like he just found a nitch in the market and was savvy enough to build a good product.
'Plank was the self-proclaimed “sweatiest guy on the football field”. Frustrated by his sweat-soaked cotton t-shirts' inability to keep him dry and comfortable, he started the hunt for a material that would wick the sweat from his body to make him lighter and faster.'
- pinkfloyd3
- Perfect for base layering in ice hockey.dorkKn1ght
- Ladies see this as a kind of lingerie for men, If you're a muscular black man. Too bad I'm a skinny white dude. Life is hard.mekk
- sarahfailin1
What's not to like about the logo? Just curious what ya'll's more specific critique might be. Feel free to post below me instead of in notes... :)
- raf0
I just noticed for the first time, the logo has an U and A in it...
- pinkfloyd0
^^The logo looks a bit bloated and unrefined to me. It feels almost there?
- doesnotexist0
it fits the market it's in very well
- garbage0
the logo is unpolished at best. i was going to say "what's wrong with reebok's logo?", and then i saw they changed to some horrible triangle.
a good bit of their "hip" image work is done via college football uni's, and the university of maryland is their guinea pig.
all because they are trying to outdo what nike does with oregon.
- fooler0
I always hated that logo to. It reminds me of an off brand company like Champion that you would get at a cheap sporting goods store or Target.
They surely have come a long way in the past 10 years and major brands like Nike Adidas are starting to take notice.
They're even moving in on those brands turf by moving their offices to Portland where Nike and Adidas North American offices are.
"Under Armour's Portland expansion highlights design talent"
http://www.oregonlive.com/playbo…