Converse rebrands for social media with new logo

By

Cassidy Mantor

Published
Jul 28, 2017

Converse has revealed a new brand logo on its website and social media channels that is designed to convey a younger brand image that is easily readable on social media while retaining the classic spirit of the brand.

The updated logo features a star and chevron to represent moving forward while also staying true to the brand's iconic look. It replaces the previous wordmark which had a star in the letter "O". The star and chevron combination has been used on sneakers in the past so the mark is not a drastic change for consumers who already associate with the brand.

The new star and chevron logo is designed to match Converse's new mission statement that says, "Converse exists to serve the daring spirit of youth with tools that enable movement(s).”

The new logo does not replace the Chuck Taylor or All Star logos. Instead it is meant to be easily readable on social media and help the brand speak to new consumers through digital channels in a similar manner that parent company Nike's Swoosh immediately identifies the brand and its products.

Adam Cohen, VP of Converse Brand Design explained the new logo needed to both leverage the iconic mark of the brand and also move it forward. He said "The challenge was getting our name in the mix so we had to develop a new wordmark" which was created using a combination of several past logos stemming back to the 1920s and 30s.

Converse was founded in 1908. It was bought out by Nike in 2003 which breathed new life into the brand as well as into its product lines of John Varvatos and Jack Purcell.

Cohen made sure to clarify that "We’re not going to do anything to upset iconic marks like the Chuck Taylor logo." Instead, the new star and chevron will speak to Converse's brand identity. The full rebranding process is slated to take a year with incremental updates and strategic roll outs to help consumers adjust to associating the new logo with the brand.