The history of the company dates back to 2009 in France. At that time, Nicolas Mermoud and Jean-Luc Diard, ultramarathon runners and former employees of Salomon Group, were trying to solve a small problem — to develop shoes that would allow them to run faster on mountainous terrain. And they succeeded.
All Hoka shoes feature a high sole and the lowest possible height difference between heel and toe, allowing runners to run as fast as possible down slopes without risking injury. The novelty they created did not just meet all the demands of the athletes themselves, it was truly innovative.
The unique design of Hoka shoes shattered all stereotypes and limitations in the sports world. A chemist from a Chinese shoe company was involved in the development of the high sole. He modeled a new type of EVA foam, which is soft, durable, and incredibly light.
Although Hoka models were introduced at a time when everyone was running in minimalist shoes with thin soles, the brand found its fans in the form of ultra-marathon runners who realized the benefits of thick cushioning.
In recent years, the brand has introduced new technologies, including ProFLY, a cushioning system that combines soft foam in the heel with firmer foam in the forefoot. This ensures a balance between shock absorption and energy return with every step.
Today, the Hoka brand produces several lines of running shoes for both professional runners and everyday wear. In addition, the company is engaged in the production of sportswear. In their catalog, you can find bodysuits, hoodies, tops, pants, joggers, shorts, hats, and much more.
What is Hoka?
Hoka One One is the name of a French manufacturer of running footwear, which was established in 2009 by Nicolas Mermoud and Jean-Luc Diard. Sports shoes of this brand are characterized by increased durability, significant comfort, laconic forms, and innovative design.
By the way, the original brand name Hoka One One is not about the numbers at all. It comes from the Maori language and translates as “flying above the ground”. Hence the emblem of the brand, a flying bird, which has been drawn on every version of the brand’s logo.
The very first Hoka One One emblem, introduced by the brand in 2009, featured bold geometric uppercase lettering in a light blue gradient color palette, with the “O” crossed by a delicate white silhouette of a bird with long wings spread wide. The main wordmark was accompanied by the two-leveled “One One” in the same style but smaller size of the capitals.
In 2014 the logo of the Hoka brand was redesigned for the first time. The concept remained the same, however all of the elements were rethought. The color palette turned to a solid and light shade of blue, the lettering changed its typeface to a more traditional and slanted one, with softened contours, and the bird was now drawn in blue, with a thin white outline. Plus the “O” got its negative space done.
The redesign of 2020 has only refined the contours of the characters, making the lines a bit thinner and the cuts straighter. In a new typeface, the whole composition started looking more distinctive and balanced, with the more elegant shapes evoking a sense of lightness, supported by the flying bird image.
In 2020 the company also started using a new, shortened badge, as its official one. It looks exactly like the one above, but with the “One One” part completely removed. Laconic, clear, understandable, and already recognizable.
The bold slanted lettering from the primary logo of the Hoka brand is set in a massive geometric sans-serif typeface with traditional shapes of the characters. The closest fonts to the one, used in this insignia, are, probably, Technicatrade, or Integral CF, with some minor modifications.
As for the color palette, the brand has chosen a light yet intense shade of blue in combination with white, which is the best mix to represent freedom, speed, and a feeling of flying high.