Abercrombie & Fitch Logo

abercrombie and fitch logo
Abercrombie & Fitch is a lifestyle fashion brand, which was established in 1892 in the United States. Today the company has its boutiques in more than one thousand locations worldwide and is one of the most famous casual wear brands across the globe.

Meaning and history

The logo of the famous fashion label is instantly recognizable across the globe. Composed of an elegant wordmark and a remarkable emblem, it looks strong and confident, just like the moose, the mascot of the brand.
Abercrombie & Fitch logo history


When Abercrombie & Fitch was founded, its focus was mainly on items for hunting and camping. And the moose is a forest animal, which makes it a great symbol for the company.
The moose is drawn without any details, just its silhouette facing left, like looking into the past, remembering the whole long history of the legendary brand. It also symbolizes grace and strength, qualities that suit the brand a lot.
As for the color palette of the iconic logo, it varies from monochrome to gray on the white, blue and forestal green, which adds elegance and more meaning to the whole logo.
The most commonly used is the black and white combination, as it makes every tag look good on the colorful clothes of the label. It also makes visual identity timeless and powerful.

Symbol

abercrombie and fitch symbolWhat animal can be seen on the Abercrombie and Fitch symbol and why was it chosen? The horns leave no doubt that it is a moose. It was used as a symbol of grace, confidence, pride, and strength. Also, the moose is a forest animal, which can be important, taking into consideration that the company was known for its excursion goods, including shotguns and tents.

Font

The logotype of the famous brand is written in a traditional and sophisticated serif typeface, which is very similar to Garamond Pro SemiBold, an iconic old-style serif font, designed by Claude Garamond.
abercrombie and fitch logo
The use of such typeface looks stylish and contemporary with the brand’s emblem and its wide assortment of casual clothing and accessories for young people across the globe.