Copyright © Françoise Herrmann
For a lifestyle brand targeting the 20-something crowd, “Naughty or Nice”, sexy, rugged and preppy, one might wonder why a “moose” of all creatures remained as the endearing Abercrombie & Fitch logo, through to 2015, when the adult brand largely switched to logo-free. Whether large, small, or more recently infused with character in the abercrombie kids collections, the A&F moose is unmistakable.
Mystery solved with a cursory overview of Abercrombie & Fitch’s long history. Founded in 1892 in downtown Manhattan (New York City) by David T. Abercrombie as the Abercrombie Co., this nineteenth-century company originally catered to the refined outdoor enthusiast, for whom no suitable clothing or gear existed. Indeed, David T. Abercrombie was well positioned to know this, since he was a surveyor who spent much time in the wilderness. Ezra Fitch, on the other hand, was a wealthy, outdoor-loving, New York lawyer, who injected the company with capital, enabling it to grow. Thus, the moose is a charming symbol of the company’s outdoor roots that has withstood the test of time for more than 150 years.
The A&F moose logo is also a live trademark, registered at the United States Patent and Trademark Office (USPTO). With the serial number 78253625 and the Registration Number 2889083, the Moose logo was registered anew on 5-23-2023 with a current renewal date set to 9-28-2034.
References
Abercrombie & Fitch (website)
abercombie kids (website)
USPTO - Trademarks
No comments:
Post a Comment