Converse's new logo: the trainer brand looks to its heritage for a fresh identity

Converse has redesigned its long-standing logo with elements from the iconic brand’s long history. The new identity remains familiar and discreet.

The new identity, although expected to take a full year to completely roll out, is an attempt to create a "forward-looking" aesthetic that will resonate with "the daring spirit of youth". 

The brand has been around since 1908, and has maintained huge street appeal with younger consumers adopting the Classic Converse early on.

The new logo replaces the previous wordmark, which had a star in the letter 'O', with a new wordmark and placement of the star chevron above it (seen above).

The company’s new purpose statement says Converse provides youth with "tools that enable movement(s)", referring to physical activity and cultural change. The star chevron acts as a visual interpretation of this. 

"Let’s leverage an icon that’s part of our heritage that’s also representative of moving forward," Converse told Cool Hunting. "The challenge was getting our name in the mix so we had to develop a new wordmark." 

Historic Converse logos were called upon for inspiration for the new typography. In fact, the wordmark a combination of four or five different versions of the logo, with heavy influence from the 1920s and 30s when heavy weight sans-serif fonts were popular. 

It’s worth noting – the new logo is the company’s brand identity, but it won’t "upset" iconic marks like the Chuck Taylor logo. Although the logo might appear inside the shoes. 

From the 2017 Converse Pride Collection
From the 2017 Converse Pride Collection

You’ll already be able to spot the new logo on the Converse website. 

Converse is also launching a new One Star Perforated Leather collection, which originally came out in 70s as a distinguished basketball shoe, which was then adopted by the 90s skateboarding movement.

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