Fila logo history: From Italian wool mill to global sneaker brand
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Fila logo history: From Italian wool mill to global sneaker brand

Fila Logo

If you’re familiar with the world of athletic apparel, you may know the Fila logo. It’s a straightforward, geometric brand emblem, designed to showcase the modern personality of the brand. But, how much do you know about Fila logo history?

Many of the world’s biggest sneaker and sports clothing brands have made various changes to their visual identity over the years. Often, alterations to these logo designs have concentrated on developing a more modern, streamlined, and engaging image for consumers. 

However, Fila chose a contemporary emblem almost from day one, making a significant design change unnecessary for the company. Because of this, Fila has retained its brand identity for decades, though a few different variations of the logo have been introduced. 

Here’s everything you need to know about Fila logo history, and the Fila brand. 

The Fila brand: An introduction

Our journey into Fila logo history starts with an introduction to the company itself. Today, Fila is best-known as an athleisure brand, based in South Korea, with a presence all over the globe. The company, however, was originally established in 1906. 

Two brothers, Giansevero, and Ettore Fila, joined a famous wool mill in Italy, during 1911. Originally, the wool mill was named after its founders, Giuseppe Regis and Figli di Coggiola. However, when the Regis brothers withdrew from the mill, the company changed names. 

The brand become Fratelli Fila S.p.A, and made clothing for the people of the Italian Alps. It wasn’t until 1970 that the Fila organization moved into the sportswear landscape, embracing an endorsement deal with Bjorn Borg, a well-known tennis player. 

By 2003, Fila had become a well-known producer of sporting clothing, investing in sponsorships and celebrity endorsements with some of the biggest players in the world. Fila Korea acquired the company in 2007, and an initial public offering was launched in 2010. 

Today, the organization serves customers around the world, primarily specializing in athletic shoes, sports equipment, accessories, and clothing. 

Fila logo history: The evolution of the Fila logo

Despite a history spanning more than 100 years, Fila hasn’t introduced many different logos to the athleisure market during its lifespan. Initially, the famous brand was developed from an underwear and knitwear business, based out of a wool mill in Italy. 

During this time, Fila did have a different logo. However, unfortunately, the design has not been preserved online. It did form the basis for the iconic wordmark logo produced for Fila in 1973 though, and this Fila symbol has remained consistent for the last few decades.

Fila Logo

1973: The Fila logo today

Today, the official Fila logo has a number of versions. The first is the simplistic wordmark, shown above, which features letters formed from geometric shapes and lines. This brand mark is unique, because instead of using a standard font, each letter is drawn to create a unique shape. 

The “F” features two disconnected lines, which look almost like an “equals” mark. The “L” and the “A” in the wordmark merge together to create an interesting pattern. The line in the “A” has also dropped to a lower level, creating a basic triangle. 

The exact coloring of the Fila emblem can vary. Usually, it consists of a dark blue shade for the majority of the lettering, with a single red component in the line intended to form the top portion of the letter “F”. 

Fila Logo

The alternate Fila logo still shows the same wordmark mentioned above in some cases, but it can also consist entirely of the symbol known as the “F” box. The image features the letter “F,” matching the styling of the Fila inscription, placed inside of a white box with a thick blue outline.

This logo has adorned the clothing of some of the best-known athletes in the world, from professional tennis players to skiers. 

Like the wordmark logo, this emblem can feature different color palettes, with various shades of red and blue. There’s also a black and white version of the design available. Plus, various designs have been created for specific Fila products. 

What does the Fila logo mean?

The Fila logo is a relatively basic, but modern emblem. The name “Fila” comes from the two brothers who took over the wool mill in the initial stages of Fila’s inception. Though the full name doesn’t always appear in the Fila logo design today, it remains a core part of the company’s brand identity

The emblem might seem like a basic wordmark at first, but it’s actually quite an abstract image. The name of the company has been formed out of lines with curved edges, and memorable shapes. This gives the brand an innovative, and robust appearance. 

The lines express the dynamism of the company, and the sleek shape of each letter draws attention to Fila’s friendly, but creative approach to design. 

This image was chosen to represent the forward-thinking nature of the company, as well as its ability to think outside of the box when it comes to the creation of athletic apparel. The rounded lines, zigzags, and curves in the logo all give the image a sense of movement. 

The color palette, of red and blue, is also meaningful. Placed on a white background, the shades seem almost patriotic, despite Fila not being an American brand. Blue, in color psychology stands for reliability and trust, while red is symbolic of passion and confidence. 

The Fila logo: Fonts and colors

The compelling Fila logo combines geometric elements with an evocative color palette to connect with consumers across the globe. Though reasonably simplistic, this logo has effectively stood the test of time, adapting to suit different branding and marketing strategies over the years. 

Fila’s memorable logo has only been enhanced by the company’s approach to sponsorship and celebrity endorsements. For decades, the company has displayed its logo prominently on the clothing and accessories of some of the world’s best-known athletes. 

You can take a closer look at the elements of the Fila logo in the resources below:

What color is the Fila logo?

Most people are familiar with the Fila logo colors of dark blue, red, and white. These shades appear in many variations of the Fila emblem around the globe. However, the company has experimented with its shades somewhat over the years. 

Different styles of blue and almost purple colors have been used to convey the Fila symbol. There are also variations of the logo that feature black and white or black, red, and white. The most prominent colors of the Fila logo color palette carry a distinct meaning.

Red is a shade we associate with passion and vigor, making it an excellent choice for the athletic space. Blue, on the other hand, is commonly connected with loyalty and reliability. 

Dark Sapphire
Hex color: #002864
RGB: 0 40 100
CMYK: 100 60 0 61
Pantone: PMS 2757 C

Tractor Red
Hex color: #ff1134
RGB: 255 17 52
CMYK: 0 93 80 0
Pantone: PMS Bright Red C

What font does the Fila logo use?

The Fila logo font is interesting because it’s not a traditional typeface. Most experts believe the letters in the Fila logo were drawn by hand, using lines and geometric shapes. The design is unique to the Fila brand; however, many artists have attempted to replicate it through the years. 

The Contemporary ONE typeface, available online, uses many of the same glyphs as the Fila logo, making it easy to create a Fila emblem of your own. 

Learning from the Fila logo 

Throughout Fila logo history, the company has retained a very consistent image, using the same shapes, symbols, and a very similar color palette. 

Although Fila has certainly experimented with its logo, exploring different shades and positioning strategies, the core components of the emblem have stayed strong. Over the decades, this has helped Fila to build a highly memorable, and easily recognizable brand mark. 

Today, the Fila logo, whether it’s the comprehensive wordmark or the “F” box logo, is a symbol of creativity and dynamism to consumers worldwide. The compelling image works well in any color, on virtually any background, making it ideal for an athletic brand. 

Fabrik: A branding agency for our times.

Stephen Peate
Creative director
Stephen Peate
Creative director
As Fabrik’s creative director, Stephen oversees complex branding programmes. He advises our clients on their tone of voice, creates logos and visual identities and crafts names for companies, products and services. Writing for Brand Fabrik Stephen reflects his love for logo design and visual identity.

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