The American clothing brand, Abercrombie & Fitch (A&F) is best known for its trendy and collegiate inspired accessories and casual wear targeted toward teens and young adults. The vision of Michael Jeffries, brought on as CEO in 1992, led A&F to become the uniform of preppy, conventionally attractive teenagers across America (Goldstein, 2014). However, in recent years the brand has suffered and the clothing retailer has lost popularity.
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.…