Umbro Logo

Umbro Logo
The logo of the major British sportswear brand Umbro has gone through around ten modifications over the previous 95 years. And yet, at least one thing has remained consistent in spite of all the updates – the rhombus (diamond) that has been part of the company’s brand identity ever since the first logo was introduced.

Meaning and history

Umbro Logo history

1924

The original Umbro logo already features the rhombus. Here, it is white with black trim. The word “Umbro” is placed inside. It is given in a retro script and has quotation marks from both sides.

1930

The filling of the rhombus is now black, while the writing is white. It now features a custom sans serif type. The size of the letters is adjusted to better fill the rhombus.

1960

The diamond is still black, and the shape of the letters looks the same as in the previous design. The glyphs have grown smaller, though.
Logo Umbro

1974

This is the year when the now-iconic “double-diamond” logo was born. Here, there are two white rhombuses with bold black trim. The rhombuses are placed one inside the other.

1980

The word “Umbro” in bold lowercase letters has been added below the double diamond. The glyphs stand pretty close to one another, which slightly damages the legibility.

1992

The lettering has been capitalized and has grown wider. The space between the characters is now more generous, which makes the logo better legible even at smaller sizes.
Emblem Umbro

1999

The logo has grown flatter. Also, the letters have grown lighter. As a result, the company name has become hardly legible. The double diamond is still recognizable, though.

2008

Experiments on the logo go on. This time, the design forces behind the brand decided to return the rhombus shape its original proportions. However, to retain the overall height of the logo, they got rid of the company name altogether.

2013

Although the double diamond logo is widely recognized, in fact, for quite a few people it is not enough to identify the brand standing behind the logo. So, Umbro eventually decided to return the company name. They placed it below the design and chose a lowercase type. The shape of the glyphs reminds that of the 1980 wordmark but is not as bold as in the old version.
Logo1 Umbro

Alternative version (Joseph Walsh)

In 2013, graphic designer Joseph Walsh, who worked as an apparel designer at Umbro HQ, created a completely different Umbro logo. It featured the company name in an intricate interlaced script. The letters formed a diamond.