The new logo also gave added stature to the brand at the recent FESPA exhibition in Munich where trade buyers gave it an enthusiastic thumbs-up.

Phil Hurley, European Sales Manager for manufacturers Lea Sportswear, comments, 'In the past, we have simply used the words 'Front Row' as the brand's banner. That has served us well but we feel that those who appreciate the quality of Front Row clothing also enjoy wearing a garment that is associated with a strong symbolic logo. The new logo retains the full name of Front Row, while the FR two letter design that sits above it emphasises our prime position within the field of active leisurewear.'

The new logo also retains the original Front Row brand colour of Reflex Blue. For the moment, the logo will be used mainly for marketing purposes : in advertising, at exhibitions and in brand literature whenever new material is produced.

It is also expected to feature on Front Row clothing in the future. 'The new logo will gradually transfer to all areas of garment labelling,' says Phil. 'People love the branded rubber zip pulls and other branded finishing touches found on Front Row clothing. The new logo adds to that sense of class.'

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