Salomon launches a promotion campaign with a refreshed logo

Owned by Finland’s Amer Sports since 2005, sports equipment brand Salomon has updated its logo, celebrating its 75th anniversary. Three designing teams were involved in the rebranding process that resulted in a refreshed visual identity including a new S-monogram.

Salomon is currently launching a brand campaign under the motto “Tomorrow is yours”. The manufacturer especially wants to address younger customers, athletes and outdoor fans, and inspire them to do their best and join nature, as an official press release says. This is the first Salomon campaign featuring the company’s new logo which pays tribute to the history of the brand, while supplemented with modern motifs.

The sports brand was founded in 1947 by François Salomon in Annecy, southern France. In the mid-1960s, Salomon came up with an innovative technology for ski binding invented by François’s son Georges. From 1997 to 2005, the company was a part of the Adidas-Salomon group.

While Salomon’s logo and the S-monogram have been developing over time, the current rebranding brought a new version of the “S” and a new font for the Salomon nameplate which will be used separately from each other. The development was carried out by the company’s in-house designing team as well as two external teams led by snowboarding legend David Benedek, Swiss typographer Ricardo Ferrol, and Hugo Hoppmann, Salomon’s creative director.

The S-monogram and the logo will appear on the company’s products, beginning from the 2022/23 season. While the new branding is widely shown only now, it actually debuted at the 2022 Olympic Games in Beijing. Recently, the brand added the slogan “Tomorrow is yours”, instead of “Time to play” previously.

Salomon updates its logo quite regularly, approximately, every ten years. Some may ask, “Is it really necessary?”. No, it isn’t. Nevertheless, a regular revision of the corporate design plays an important role in keeping the brand attractive. And this strategy helped Salomon stand out from less known sports product brands like Dynafit, Altra, Scarpa, and others.