Logos and Symbols
Logos and symbols are often easily recognized and can be a valuable way to identify products (Keller, 2008, p. 156). The A&F logo, born in New Albany, Ohio utilized the Adobe Garamond Bold font as its logotype and in some brand scenarios it was shortened to A&F.
Abstract logos offer advantages …show more content…
A&F clothing always had something to identify the person as wearing its product, such as the signature stitch on the back pocket of jeans, the words “Abercrombie”, “Abercrombie & Fitch”, or “A&F”, or its moose symbol. The use of logos tend to be used on relaxed clothing such as t-shirts, sweatpants, and sweatshirts; whereas the use of the moose symbol was on more luxurious clothing such as button up shirts and cashmere sweaters.
Packaging
As a brand marketing strategy, A&F placed gray-scale sensual images of men and women with the words “Abercrombie & Fitch” or “Fierce” printed on its shopping bags in white. The models photographed on the bags were A&F employees. Store models who were selected had to be attractive enough to become the face and body of the A&F brand. The bottom interior of these shopping bags displayed the company’s trademark, which was used as an additional advertisement. When it comes to the company’s perfume fragrances, “Fierce” and “Fierce Intense”, A&F implemented the same packaging strategy. Each bottle is packaged with the same gray-scale sensual images of models with the text in black and white. Some bottles are labeled “Fierce Confidence” in red with the same gray-scaled sensual images.