Lululemon Athletica, the Vancouver-based yoga-inspired athletic apparel company founded by Chip Wilson in 1998, uses a logo system built around a distinctive circular emblem known internally as the “yogo.” The mark has remained essentially unchanged since the brand’s inception, making it one of the more stable identities in the athletic apparel sector.[1]
Design and History
The lululemon name and logo were both selected through a survey of 100 people from a list of 20 brand names and 20 logos.[2] The logo is a stylized letter “A” that was originally created for the first letter of “athletically hip,” a potential brand name that ultimately failed to make the grade.[2] The company’s official brand guidelines confirm this origin, noting that the mark was designed for the name “athletically hip” before that name was rejected.[3]
According to lululemon’s own brand guidelines, the logomark, or “yogo” as it is known internally, is the graphic portion of the combination mark and consists of an omega symbol within a red circle.[4] The brand guidelines describe the yogo as “our most special symbol” and instruct that it should not be altered, added to, or have anything removed from it.[4]
The lululemon logo system includes three tiers: the combination mark (the primary logo, consisting of the logomark and logotype locked up together), the logomark or yogo (the secondary mark, used in contexts where brand recognition is high, such as on products), and the logotype (the tertiary mark, consisting of the typeset characters of the company name).[4]
Meaning and Symbolism
While the logo resembles the Greek letter omega, the company’s official brand guidelines describe it as an omega symbol within a red circle.[4] The stylized “A” origin is documented in the company’s own logo standards manual, which states the mark was made for the first letter of “athletically hip.”[3]
The brand’s primary color is specified as PANTONE 186C, described in the company’s logo standards as “passionate red.”[3] The full-color yogo is the preferred version for most applications, while white and black versions are reserved for specific contexts such as red or photographic backgrounds and single-color applications.[4]
Typography and Design
Lululemon’s logo standards manual specifies VDS as the primary font for print communications and core identity implementation, with Myriad Pro recommended for all communications, editorial, or office use.[3] The logotype, when used, consists of the typeset characters of the company name and functions as a supporting device to the yogo.[4]
The brand guidelines also specify that when the logo is applied to fabric and other products, it must be placed on the left side, also called the “heart side.”[3]
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