Etam Logo

Etam Logo PNG

Etam’s wordmark is built around its name, with a prominent capital “E” in the identity unveiled in 2026. FashionNetwork reports that Etam’s in-house team refined and rounded the letterforms, retaining the “E” and using the softened shapes to evoke women’s curves (FashionNetwork).

Meaning and history

Etam began in Berlin in 1916 as a hosiery shop and opened its first Paris boutique in 1928, according to the brand’s history. Those milestones provide context for a name that later became associated with lingerie and ready-to-wear.

1992 – 2002

This stage shows “etam” in lowercase, with thin, slanted lettering and a curled, detached flourish above the final letter. The fine strokes and small-scale flourish give it a markedly different appearance from the bold capital-E wordmark shown in the next stage.

2002 – 2005

Here the initial is a large capital “E,” followed by lowercase letters in a heavier, slanted style. The red lettering and single-line layout contrast with the delicate lowercase treatment in the previous stage. The image shows a similar capital-E construction to the 2026 identity, although the newer redesign is described as refined and rounded.

The 2026 Etam mark

The 2026 redesign retains the capital “E” while rounding and refining the wordmark. FashionNetwork attributes the redesign to Etam’s in-house team and reports that the rounded forms are intended to evoke women’s curves. The result keeps the recognizable initial while giving the lettering a softer appearance (FashionNetwork).