Phoenix-based Antigua Group (asi/36320) has unveiled a new logo for Antigua Apparel, a move the company says puts an emphasis on the brand’s forward momentum.

“These are really exciting times at Antigua Apparel,” said Keith Kealer, CEO. “We are coming off a very successful couple of years, and we decided it was time for a change to reflect the evolution of our company. Our new identity is a critical component of our long-term vision.”

The new logo will be rolled out over the next 12 months, and Antigua anticipates it will appear on apparel by the middle of 2024.

Kealer said the new brand identity is a key step in modernizing the company’s look, feel and style. “This change supports our drive to be innovative with our apparel design, superior with our decorations and more responsive to our customers’ needs,” he added. “What is really cool about the new logo is that it pays respect to our rich heritage but is clearly designed to reflect where our brand is headed.”

Marc “Jake” Jacobson, Antigua’s head of brand, oversaw the development of the new logo. The iconic A represents “strength and stability” and “upward movement toward the apex of the A,” he explained. The letter is set at an italic angle to reinforce “our drive to always move forward.” Two crossbars in the letter are meant to represent two of the supplier’s key brand pillars: superior quality and responsive service.

Antigua added the word “apparel” to the logo and enlarged the A on either side of Antigua, so that “apparel” could be nested between them more cleanly.

The new font for the word Antigua “is designed with a contemporary style that complements the new icon and the brand’s overall feel,” Jacobson said.

For colors, blue was chosen because it evokes feelings of comfort, calm and relaxation, and the choice of red is meant to display passion, fearlessness, creativity, strength and courage, according to Jacobson.

Antigua also released a short video explaining what went into the creative development process of the logo.

The new brand identity will be rolled out into the market over the next 12 months, according to Kealer, who added that Antigua expects the new logo to appear on its apparel by mid-2024.

Antigua was founded in 1979 with a focus on golf apparel; soon after its launch, the brand secured its first sports license. The supplier, whose products can be found at golf pro shops, team and fan shops, and major retailers throughout North America, also has put a strong focus on apparel decoration and says it offers the latest innovative decoration options.

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