Russell Athletic recently unveiled a more athletic and evolutionary version of its classic red and blue capital “R” logo that has been seen for decades on thousands of sports teams worldwide. The new logo features an energetic orientation, a richer blue color, and a typeface that is more modern, but still reinforces the brand's authentic, athletic heritage.
“The look of our new logo is faster, stronger, and more athletic. Its design parallels our athletic positioning and will be more relevant to our consumers when they see it on the fields of play at all levels,” said Rod McGeachy, vice president of marketing for Russell Athletic.
Through extensive research, Russell Athletic found that 89% of consumers said the new logo represented motion, energy, and authenticity. Additionally, consumers said they would be significantly more likely to purchase and wear Russell Athletic apparel with the new logo versus the old logo.
The new logo is an important element of the brand's rejuvenated marketing communications plan. Last spring, Russell Athletic launched its highly anticipated “Are You Russell Material?” campaign that included an exclusive marketing partnership with ESPN ABC Sports; new TV, print, and online advertisements; and a newly designed Website.
Full implementation of the new logo begins in fall 2004, although it has already appeared on some team uniforms, including the NCAA Men's Basketball Georgia Tech Yellow Jackets, who reached the Final Four championship game for the first time in school history last March.
Several other major NCAA athletic programs with existing on-field sponsorships including Washington State, Mississippi State, Colorado State, and Auburn, are beginning to incorporate a contrasting, solid colored version of the new logo on their uniforms. This version will also have “Russell” written under it to increase brand linkage and awareness.
“As employees, we feel a great sense of pride when we see outstanding accomplishments being made by teams donning the 'Russell-R' on their uniforms,” said McGeachy.