EU – Russel Europe – the European division of Russell Brands, which operates as a B2B supplier of high-quality corporate clothing – will in future be using the red, white and blue Eagle R logo as a trademark. The logo was originally introduced in 1983 and brought back to life again in the USA and Europe in 2017 by a Russell Athletic “Heritage” collection. The relaunch of the logo served as the first step in Russell Athletic’s entry onto the global lifestyle and streetwear fashion market.
The brand Russell Athletic in Europe – a separate business unit of Russell Europe – is operated by a license holder, which concentrates on the retail trade. “For the 120th anniversary of Russell Athletic in the year 2022, we consciously decided to align Russell Europe’s logo to match the Russell Athletic Eagle R logo in order to guarantee a uniform market presence worldwide,” according to company statements. “The new Russell Europe logo appears without the ‘Athletic’ lettering underneath the Eagle R, which is a more apt reflection of our corporate position, but the rest of the logo is identical to the Russell Athletic logo. In this way, we are projecting a uniform market presence in Europe and at the same time differentiating between the Russell Athletic consumer business.”
Russel Europe has additionally revised its website. The corporation-wide usage of a uniform system landscape, has led to synergies in the technical area and has created a global, uniform brand image. The homepage is extremely user-friendly and is much more aligned to satisfy the needs of the B2B customers. For example, cross-brand orders can be placed.
