In spite of its unpretentious look, the Bauer logo is meaningful and evocative of the industry where the company works.
Bauer Hockey is an American company specializing in ice hockey equipment, fitness and recreational skates and apparel.
The company was founded in 1927 under the name of the Bauer Skate company. Originally, the best-known product was hockey skates. In 2005, the brand introduced its VAPOR XXX one-piece stick, which became an instant hit.
Bauer primarily developed and manufactured hockey skates prior to 1990, when it acquired the hockey assets of Cooper Canada Ltd. Bauer operates as a unit of Peak Achievement Athletics Inc. of Exeter, New Hampshire. From 2005 to 2008, it was owned by Nike and was renamed Nike Bauer.
The logo features the word “Bauer” in a minimalist sans. The letters are italicized and streamlined, which adds some motion. Also, each glyph seems to contain the shape of a hockey stick, in one form or another. Due to this, the design adopts a symbolic connection with Bauer’s product range.
In addition to the wordmark described above, the company also has a pictorial emblem, which is used as a favicon. Here, you can see two crisscrossed hockey sticks. The sticks are white. They are placed inside a blue box with a gradient effect, which adds some dimension. In other words, the pictorial Bauer logo also alludes to the company’s best-known product, a hockey stick.