Under Armor Redesign Logo Paper The paper is about the logo redesign. Our group already choose the under armor company. The outline is in the file. Our gr

Under Armor Redesign Logo Paper The paper is about the logo redesign. Our group already choose the under armor company.

The outline is in the file. Our group already finish some parts of the paper. Please help me revise the problem part, I already highlight this part.

Also, could you please help me do the definition part, please find 2 words definite like blue word and red word for the example. and please don’t forget to cite each word in the end. Running head: Under Armour Logo
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Under Armour Logo Redesign
A Paper Submitted in Partial Fulfillment
of the Requirements for
MGMT 354: Oral Communication in Organization
May 31, 2019
Under Armour Logo
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Under Armour Redesign
Introduction
In 1996, Under Armour was founded by Kevin Plank. Since then, he has grown this
company to manufacture goods that include up to footwear, clothing for sports and casual
apparel. The logo of the company uses as of today has been changed only by the use of colors
throughout many promotional events. In 2019, company logos across the board have transitioned
to the growing need to streamline, transform or update in recent years. According to,
eleventygroup.com (2013), a company’s logo should be changed/updated every five years. By
having a more modern or creative logo companies are able will stand out from their competition,
create a better sense of trust with their customers and give a sense of their brand within a single
image.
Since it was founded 23 years ago, Under Armour has not stood out from the crowd when
it comes to their products. With a logo overhaul and rebrand it can bring in a new base of
customers within different age groups but also attract those in different ethnic and cultural
backgrounds. Going from a sport or athletic wear based company, branching out to different
products has been the main focus and Under Armour just doesn’t want to be the “Same ‘Ole
Company.”
Authorization
Under Armour is under pressure to perform as well as competitors like Nike, New
Balance, and Adidas to gain market share. Executives have recognized the company’s brand is
not as strong as it once was. Upon evaluating competitors’ brand presence, it was noted that
Under Armour is lacking in this area. After much thought, executives in the company came
together and decided it was time to redesign Under Armour’s logo to create a greater and more
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significant brand presence in the industry. The executive has asked Sisi Bao, Wenli Mao, Ray
Khoury, Kat Ramos, and Kimberly Sandoval to conduct research to identify what implications
the redesigning of a logo has on a company and determine whether or not it would be beneficial
to do so.
Problem/Purpose
Like mentioned above, the company’s brand is not as strong as it used to be. So it’s time
to redesign a logo in order to attract more customers. The problem is how should we redesign a
logo? In other words, it is difficult to modify and maintain its meaning on the original basis.
Because the logo is a symbolic representation of the corporate image or product image. One of
the most important functions of the logo is the identification, which is convenient for consumers
to distinguish similar products from different companies. when people are re-design the logo, we
really need to think about this.
Scope
The scope of the project will encompass a summary of the whole project from the analysis
stage to the presentation stage (Machado et al 2015). Therefore this will include:
● Analyzing the general representation of the logo as it is currently.
● Understanding what the logo represents for the company also the meaning of the logo.
● Compare the logo with other logos that are similar such as the logo for Hurley.
● Outline the existing distinctive features of the logo from other similar logos.
● Outline the similarities of the logo with other existing logos of defending companies.
● Come up with areas that the logo needs to be changed.
● Analyze the available technologies such as software that can be used to redesign the logo
● Select the most appropriate technology to be used.
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● Do the actual redesigning of the established parts of the logo.
Background
Upon graduating from the University of Maryland in 1996, Kevin Plank began Under
Armour because–having played football throughout high school and college–he saw a need for a
shirt that players can wear under their pads that would stay dry. In the book How I Did It:
Lessons From the Front Lines of Business, Kevin Plank (2014) explains “I’d hated how the Tshirts I wore under my shoulder pads became soaked with sweat. It wasn’t just uncomfortable–I
really believed the extra weight hurt an athlete’s performance” (p. 97). Thus, Plank set out to
create a T-shirt that would wick away moisture and stay light and, in his grandmother’s basement
in the Georgetown neighborhood of Washington, D.C., that’s exactly what he did and he
managed to get those shirts into the locker rooms of college and professional football teams
across the country (Plank, 2014, p. 98). Plank intended for Under Armour to be “a brand for elite
athletes”– as he puts it in the book–and the company held true to that for a long time, only
introducing lines of footwear and clothing to be worn on the field, court, track, etc.
(underarmour.com). However, in 2011 the company ended the “war on cotton” it began when it
was first founded and introduced its first line of cotton T-shirts and in 2015 Kevin Plank
announced an “off-field clothing segment” or “sports lifestyle” line–“things you can wear with a
pair of jeans,” as Kevin Plank said–that the company began implementing in 2017
(underarmour.com and Withers, 2017). “Things you can wear with a pair of jeans” sounds pretty
far off from “a brand for elite athletes,” and it is. It is clear that Under Armour is experiencing a
change of identity, and has been for a little under a decade now. In fact, when Plank announced
the sports lifestyle line he clarified that it was not about releasing a single line, but “about
evolving the entire company” toward sports lifestyle clothing (Withers, 2017). With that, the
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company is attracting and will continue to attract a broader base of customers interested in sports
lifestyle clothing. One problem this new customer base has already presented for Under Armour,
according to its retail workers, is that the company’s current logo is often confused by customers
with the Nike-owned, sports lifestyle brand, Hurley. However, as David Airey (2010)–graphic
designer and writer for two famous graphic design blogs–points out, distinction is key for any
logo design, they must “be easily separated from the competition” (p. 30). Not to mention,
“[logos] must be relevant to the industry […] and the audience to which you’re catering,” so a
new, more modern, less athletic crowd, may require a new, more modern logo and our focus
group would agree (Airey, 2010, p.23). Therefore, Under Armour has decided that it is time for a
new logo, one that is more distinct and more modern than its original logo.
Sources and Methods
This paper utilizes literature on corporate identity, books on logo design and on business
management, the Under Armour website, and interviews with Under Armour retail workers and
a focus group of college students who consider themselves fans of sports lifestyle clothing in
order to explain how we came up with this new logo and what we want it to communicate. By
using different academic and web articles on corporate identity, we were able to gain a better
understanding of the importance of a logo that is modern and distinct in order to establish brand
presence and we learned some current styles of logos that are currently trending. Our use of
David Airey’s book, Logo Design Love: A Guide to Creating Iconic Brand Identities, allowed us
to collect information on how iconic logos are designed and it further revealed to us the
importance of distinction and modernization. The book How I Did It: Lessons From the
Frontlines of Business, an anthology in which Kevin Plank–Founder and CEO of Under
Armour–writes a chapter on leveraging celebrity endorsements where he touches on why he
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created Under Armour, how he grew the brand, and what his intentions for the brand were,
allowed us to get some details about Under Armour’s history. We also used the “Our Story” page
on the Under Armour website to gather more information on the company’s history and we came
across a fool.com article that details Kevin Plank’s introduction of Under Armour’s “sports
lifestyle” line, asserting the fact that Under Armour is experiencing a change in identity.
Furthermore, our discussions with a number of employees working in Under Armour retail stores
and a focus group affirmed the fact that Under Armour’s current logo is neither distinct or
modern enough. Finally, [program used to design logo].
Definitions
Modern Logo– this is a term used to show how something is of recent past or of the present
time. Thus a modern logo is the logo made using the recent techniques and technology to fit
within the current market.
Distinctive Logo — a logo that “can be easily separated from the competition”; has a unique
quality or style that portrays the companies business perspective (Airey, 30).
Rebranding – this is when a business name, logo, sign or design of a product is given a new
look or name in order to distinguish it from existing products or other brands. This helps in
giving the product a different character from other products within the market so that customers
are able to distinguish it from other products easily. When an established company decides they
want to refine their brand identity; usually involves a new or updated logo, a new or updated
name, and/or new product design (Airey, 62).
Logo – this is a visual mark, a symbol that is graphical and is used by business to establish
identity and recognition within the market. Thus a logo should be unique and easy to remember
or understand the underlying message. Are a critical component of brand aesthetics. And also
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can be defined as graphic representation or image that triggers memory associations of the target
brand. (Mittal et al, 2010, p.76)
Brand Identity – this is the process by which a product of a company is able to be uniquely
recognized in the market by the consumers as well as other players. Is the most salient visual
brand element for customers. (Mittal at el, 2010, p.77). The perceived value of a service or
product; builds trust “and trust keeps customers coming back for more” (Airey, 21).
Color appeal – This is the process of using the color of the products by the manufacturer so that
the consumers are persuaded by the color of the product to like or want to associate with it. The
color is used to persuade someone to like a product.
Customer response – this is the feedback given by the consumers or clients concerning a
particular product or service received. The feedback can be immediate or not and can also be
verbal, written or in action.
Iconic Logo — a logo that’s design is “simple, relevant, enduring, distinctive, memorable, and
adaptable” (Airey, 22).
Sports Lifestyle Clothing — “workout” or “sports” gear that is designed to be worn in day-today life, outside of the gym (Withers, 2017).
Body
Brand logos have been an integral part of any company’s ability to distinguish themselves
from other market competitors. With unique and memorable logos, consumers are able to
recognize their favorite brands. Not only do logos differentiate and define a brand, logos also
have the ability to convey key information about a brand and ultimately, what the brand stands
Under Armour Logo
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for (Park, Eisingerich, Pol, & Park, 2013). It is up to the company to develop this brand for
themselves and leverage the logo to attract customers and gain consumer commitment.
The top 5 trending logo designs as of 2019, according to Justcreative.com, would be
shapeshifting logos, extreme minimalism, integrated negative space, fine details and friendlier
geometrics. A shape shifting logo could also be described as a “Living” logo as in that it is
almost like a GIF or graphic interchange format. Extreme minimalism has recently been used by
JcPenny to just use JCP in a colored square or Microsoft Windows to just their famous four
colored window logo. This minimalism helps to cut down loading time when pulling up their
websites. Designers are looking to create a single stroke design to help with creativity.
(justcreative.com, 2019). The creative use with negative space has captured the audience for that
extra clever design and some examples of these companies would be EATON and World
Wildlife Foundation. Fine details is on the opposite end of minimalists designs and will make a
comeback but these are all about the details within the logo and is used a lot within the beer
industry. Lastly with friendlier geometrics are “mathematical” geometric shapes that are
futuristic and sci-fi and ALO would be a company who is using this design in their logo.
With Under Armour we intend to use the method of “Creative use with Negative Space”
and intend to overhaul and reimagine the current design to launch them into the competitive logo
design field, as well as attract that new base of customers they have been looking for to grow the
company.
Close
Despite being founded by Kevin Plank with intentions of being a brand exclusively for
elite athletes, Under Armour began evolving into a more inclusive brand with the production of
cotton shirts for the first time in 2011 and in 2015 when Kevin Plank announced Under
Under Armour Logo
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Armour’s sports lifestyle line and his plan for the company to evolve beyond that line into a
sports lifestyle brand (Withers, 2017). While this change of identity has become very clear in
Under Armour’s products, their logo has remained the same [TBC].
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References
Airey, D. (2010). Logo design love: A guide to creating iconic brand identities. Berkeley, CA:
New Riders.
Cass, Jacob. (2018, December 18). Logo design & branding trends 2019. Retrieved from
https://justcreative.com/2018/12/18/logo-design-branding-trends-2019/
Cannon, J., McCarthy, E., & Perreault, W. (2017). Essentials of marketing: a marketing strategy
planning approach (15th ed.). 196-218.
Eisingerich, A., Park, C., Park, J., Pol, G. (2013, February). The role of brand logos in firm
performance. Journal of Business Research, 66(2), 180-187. doi:
10.1016/j.jbusres.2012.07.011
Eleventy Marketing Group (2013, September 11). 9 answers to why, when and how you should
update your brand logo. Retrieved from https://eleventygroup.com/2013/09/11/whywhen-and-how-you-should-update-your-brand-logo/
Hamilton, C., & Kroll, T. (2018). Communicating for results: A guide for business and the
professions (11thed.). USA: Wadsworth/CengageLearning.
Hill, C. Jones, G., Schilling, M., (2013). Strategic management: An integrated approach (11th
ed.). USA: Cengage Learning.
Machado, J. C., De Carvalho, L. V., Torres, A., & Costa, P. (2015). Brand logo design:
examining consumer response to naturalness. Journal of Product & Brand Management,
24(1), 78-87. doi:10.1108/JPBM-05-2014-0609
Mittal, V., Walsh, M.F., Winterich, K.P. (2010). Do logo redesigns help or
hurt your brand? The role of brand commitment. Journal of Product & Brand
Management, 19(2), 76-84. doi:10.1108/10610421011033421
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Plank, K. (2014). Learning to leverage celebrity endorsements. In D. McGinn (Ed.), How I did it:
Lessons from the front of business (pp. 97-104). Boston, MA: Harvard Business Review
Press.
Withers, B. (2014, May 16). What Under Armour’s CEO had to say about “athleisure.”
Retrieved from https://www.fool.com/investing/2017/05/16/what-under-armours-ceohad-to-say-about-athleisure.aspx.
Our story. (n.d.). In Under Armour. Retrieved from
https://about.underarmour.com/brand/our-story
“Simplicity helps a design be more versatile. Adopting a minimalist approach enables your logo
to be used across a wide range of media, such as on business cards, billboards, pin badges, or
even a small website favicon” (22)
“Simplicity also makes your design easier to recognize, so it stands a greater chance of achieving
a timeless, enduring quality.” (23)
OUTLINE
Please take a look at the options to take an a part of the outline. Some parts can be done by all of us
for example Sources and methods, references, conclusion, etc. The bolded we will do together
1. Cover/Title Page – varies, but includes: report title, authors of report, submission
date
2. Introduction – establishes context, identifies the subject, previews main ideas
Been hired to change the UA logo, discuss what our logo communications
UA is not the same brand it used to be
We have been asked to redesign the logo
UA does not want to be seen as the same brand it used to be
3. Authorization – who authorized the report and why?
Executive management hired us
4. Problem/Purpose – explains main reason for report’s existence and what it will achieve
Basically, why we designed the logo
Time for a change
Explain why the logo needed redesigning in the first place
Targeting a new market
Need athlete backing – explain why athletes and athletic wear companies need one
another
5. Scope – describes what will and won’t be covered in the report
Restating the outline
6. Background – reviews historical conditions or factors that led up to the report’s creation
Historical on UA and companies that have rebranded and been successful in the past
Apple example, JCP
Why do we need to change the logo, surveys?
7. Sources and Methods – discusses primary and secondary sources consulted and
methods used to gather information
Subcontract and also consulted other artists that are minimalist
8. Definitions – lists terms and their definitions integral to the report

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