FitFlop Logo

FitFlop Logo PNG

Meaning and history

FitFlop is a footwear brand launched in 2007 by entrepreneur Marcia Kilgore, as reported by WWD. Its footwear story emphasizes biomechanics and engineered design. A REF impact case study describes the Microwobbleboard triple-density midsole, developed with biomechanists David Cook and Darren James at London South Bank University. The logo treatments shown here put the brand name, rather than a detailed illustration, at the center.

Two wordmark treatments are shown: one in a horizontal red rectangle and another across an angled red shape. Both give the name visual prominence, while the framing and orientation differ.

2007 – 2010

This treatment shows a white lowercase “fitflop” wordmark on a horizontal red rectangle, with “FOOTWEAR” in small, spaced capitals beneath it. A narrow white vertical bar divides the final letter from the rest of the composition. The horizontal frame gives the wordmark a compact, banner-like layout.

2010 – Today

Here, the white lowercase wordmark runs across a tilted red shape, replacing the earlier horizontal layout with a pronounced diagonal. The primary image at the top uses a related angled arrangement but sets dark lettering across two red panels. These treatments share a strong red-and-wordmark emphasis while differing in lettering contrast and shape.

In spring 2024, FitFlop relaunched its brand presentation as “Smart Moves.” FashionUnited and BusinessMirror reported that the refresh included logos as well as colour palettes and silhouettes. The earlier tilted treatment is therefore a historical stage; the reports describe the refresh but do not show the precise appearance of its logos (FashionUnited; BusinessMirror).

Emblem

This emblem places the white lowercase wordmark inside a circular pink field, with curved white strokes following parts of the outer edge. Its rounded frame contrasts with the rectangular and angled compositions elsewhere in the article, while the name remains the central feature.