Fila was founded in 1911 in Italy, it experienced growth and popularity in the 80s and 90s. However, between 1997 and 2007 revenues declined by over 90%. The brand was slowly drawn into obscurity until it was acquired by a South Korean company which revived the heritage of Fila and skyrocketed its growth.
The FILA logo is iconic, and easily recognized by anyone familiar with it, however, with the resurgence of the brand, we thought of conceptualizing a look with a more futuristic and edgy feel. The idea was to keep the heritage form and structure of the logo while making some adjustments. This caters to the relatively older generation to whom the brand brings back some nostalgia and to the new who may have never interacted with it but love brands with a contemporary feel.
Note: This is a concept design and is not meant to undermine the current design.
When thinking about the images that fit our underlying theme of "edginess", we thought the brand would look cool on biker jackets. It felt edgy enough, almost a rogue touch to the brand which we felt conveyed the new identity. Oh and did we mention it's because it just looked cool ;)