Traces Of Animals In Logos Of Men`s Wear

The animal on a brand logo may not just be part of the branding in pursuit of recognition. These are real mascots, a talisman that becomes an integral, almost sacred part of the brand. It is difficult to overestimate the real influence of the crocodile on the history of Lacoste: a small sewn logo on a high-quality, but more than modest polo is the main identification sign, a guide between a fan of the brand and its history. 

Let's look at examples of logos with animals belonging to well-known brands of men's clothing that can be often seen on London's fashionable high streets.


Lacoste is one of the oldest French companies. It has been producing clothes and shoes under the alligator sign for almost eighty years. This predator did not appear on the company's logo by chance.

Back in the days when Rene Lacoste did not even think about creating his own brand but acted as a professional tennis player, the captain of the French lawn tennis team promised him a suitcase made of crocodile skin if he and the team won the Davis Cup. Rene won the tournament, and at the same time became the owner of the sonorous nickname Alligator, whose image became the symbol and logo of his future successful brand.


According to the information from, the famous Burberry logo was designed back in 1904. It depicts a knight dressed in armor with a spear and a flag riding his stallion. The spear symbolizes the high level of weather protection provided by the company's outerwear.

The knight is responsible for the brand's pursuit of noble ideals. The Latin word "prorsum" ("go forward"), inscribed on the banner, symbolizes constant movement and is the unspoken motto of the company. The horse does not symbolize anything, but it fits well into the overall picture. Moreover, a rider in heavy armor and a spear would look strange without a horse.


The strange creature on the logo of the brand that makes one of the warmest jackets in the world is actually a lamb with wings. The story of the appearance of this beast on the logo is as follows: the founder of the company, Isaac Spiewak, at the very beginning of his entrepreneurial journey, hand-sewed sheepskin jackets and sold them to New York workers.

Well-sewn parkas were sold so quickly that those who did not get them compared them to the golden fleece from ancient Greek myths. Later, when production expanded, everyone could already buy the coveted jacket. Still, the nickname "golden fleece" remained, and the lamb began to be sewn on all articles of the brand. The name golden fleece is still used in limited and premium collections of the brand.


The Arctic fox was the favorite animal of Fjällräven, who became the founder Ake Nordin. He was so delighted with this small predator living in the mountains of Scandinavia that he even named his company after him (Fjällräven - "polar fox" in Swedish) and placed it on the brand logo.

This rare animal, with its endurance and ability to survive in the harshest climatic conditions, symbolizes the company's desire to make practical and warm clothes for extreme tourism. Fjällräven sponsors a project to preserve and protect the Arctic fox population, whose existence is under threat today, and uses exclusively artificial fur in the design of its outerwear.

Brooks Brothers

The golden Fleece with the calligraphic inscription of the brand name as the official trademark of Brooks Brothers was adopted in 1950. Previously, a sheep hanging on a ribbon was considered a symbol of English merchants selling wool. In 2007, Brooks Brothers launched a clothing line under the Black Fleece brand, the logo of which was the black fleece. The commercial success was so huge that the "Black Fleece" even became a separate line of the brand.

Le Coq Sportif

The Gallic cock as part of the corporate identity appeared on Le Coq Sportif clothing back in 1930, when it was still far from a full-fledged brand. The initiative to sew the feathered symbol of France on clothes belonged to the son of the founder of the brand Roland Camuset. And in 1948, when Le Coq Sportif received trademark status, the cock (but in a triangle) became the official logo of the new brand.

Paul & Shark

The Paul & Shark logo is directly related to the brand name, which Jean Ludovico Dini (founder of P&S) borrowed from an unknown sailboat he saw during his trip. However, the first variant of the brand name was Dini & Shark, but later Denis changed it to the familiar ear and is now known all over the world as Paul & Shark.

A Bathing Ape

According to Tokyo DJ and producer Tomoaki Nagao (Nigo), he was inspired to create his own brand A Bathing Ape by the cult fantasy film "Planet of the Apes". The gorilla's head from there also moved to the logo, for the embroidered image of which on the hoodie or the tongue of sneakers, fashionistas today are ready to pay much money.

Animals have always played a big role in human life: they were personifications of the Gods, were a source of food and clothing, and served people faithfully. Precisely due to the fact that animal images have a symbolic meaning that everyone understands on a subconscious level, many companies use them as their logos.

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