The European division of Russell Brands is proud to announce the adoption of the iconic red, white and blue Eagle R logo.
This logo was originally introduced in 1983 and was brought back to life through a Russell Athletic Heritage collection in the US and Europe in 2017. This successful reintroduction of the logo was the first step in Russell Athletic’s launch into consumer lifestyle and streetwear fashion globally.
The Russell Athletic brand in Europe, a separate business unit from Russell Brands Europe, is operated through a licensee that focuses on consumer retail. For Russell Athletic’s 120th anniversary year in 2022, the company consciously decided to align the Russell Brands European logo with the Russell Athletic Eagle R logo to ensure a uniform market presence worldwide.
The new Russell Brands Europe logo comes without the Athletic lettering below the Eagle R to more align with the corporate positioning, but the rest of the logo is identical to the Russell Athletic logo. By doing this, Russell is aligning its market presence in Europe and at the same time differentiating itself from the Russell Athletic consumer business. Ultimately, it is believed that this new logo alignment will present greater brand awareness for Russell in Europe.
The new website is based on the same company-wide system landscape. This allows Russell to generate plenty of technical synergies and to ensure a globally aligned brand presence.
The website is designed to be very user-friendly and is now also geared more strongly to B2B customers’ needs.
The B2B order portal is a lot more appealing in design now and orders can be placed across brands (Russell Europe and Fruit of the Loom).
The new logo and the new website are already live and a lot of positive feedback has already been received.