It’s a struggle to communicate just how dominant Converse was at its peak, a pea tat lasted decades. While Nike, Under Armour, Adidas and others battle it out today for market share, there was a time when every boy on the court, field, pitch and diamond was wearing Converse athletic shoes. Now Converse is going back to that heritage to inform its logo redesign.
The most notable element of Converse’s new old logo is the font change. The blocks of the past have given way to something a little more sophisticated and well spoken.
The word mark has also been broken off from the chevron bar-and-star logo. That logo was created by a Converse employee in the 1970s and was in heavy use thereafter. Speaking to Cool Hunting, Adam Cohn, Converse VP Global Brand Design, said the design aimed to “leverage an icon that’s part of our heritage that’s also representative of moving forward.” The challenge, Cohn said, “was getting our name in the mix so we had to develop a new wordmark.” The division will now allow Converse to use the chevron free from the word mark in places where it makes design sense, like social accounts and possibly apps.
— Converse (@Converse) July 24, 2017
The new logo will roll out across Converse properties through the rest of 2017. It’s already on view on sites like Converse’s Youtube, Twitter and Instagram pages.
It had a near monopoly on athletic shoes for two and a half decades, and maybe because of that, Converse was not prepared for the flood of competition that came in the later 1970s and 1980s. Its strong heritage brand quickly became an encumbrance as youth threw off the old for the new. Converse struggled through until bankruptcy in 2001. Nike, one of the young turk athletic brands that brought about Converse’s decline, bought the brand in 2003. With heritage once again a more valued element of a brand personality, it’s a smart move for Converse to go back to its roots.
As for other changes, Converse fans will be happy to hear from Cohn’s lips that “We’re not going to do anything to upset iconic marks like the Chuck Taylor logo.” Though it’s expected Converse’s long-running battle to enforce its other iconic marks will continue.