Bass Pro Shops, established in 1972, is an American retailer specializing in outdoor equipment for activities such as fishing, hiking, and camping. Over the years, its visual identity has evolved subtly, retaining its iconic fish mascot and oval badge while refining its design elements for greater clarity and recognition.

Early Beginnings: 1972

The initial logo, launched in 1972, featured a circular yellow badge with a bold fish graphic at its center. A red uppercase wordmark in a sans-serif font arched below the fish, complemented by a delicate cursive tagline at the top. Despite its vibrancy, this design was soon replaced for a more refined look.

Transition to Monochrome: 1972 – 1977

In its first redesign, the logo adopted a gray and white palette and shifted to an oval shape. The fish graphic was placed to the right, and the text was organized in three levels within the medallion, maintaining a simple, minimalist aesthetic. A cursive tagline added a touch of elegance.

A Bold Burgundy Look: 1977 – 1984

The 1977 redesign introduced a burgundy-and-white palette, refining and emboldening the emblem’s contours. The tagline was removed, and the logo became brighter and more memorable, showcasing a strong and distinct identity.

Vibrant Colors: 1984 – Present

The 1984 redesign marked a significant transformation. The logo adopted its now-iconic yellow oval background with a vibrant scarlet-red wordmark and a three-dimensional green fish. The combination of bright colors created a dynamic and energetic impression, reflecting the brand’s passion for outdoor activities.

By 1998, the logo was further enhanced with three-dimensional effects, shadows, and gradients, adding depth and volume. Subtle glitter on the letters gave the design a sleeker appearance. The yellow background was expanded to create more breathing room around the text, improving legibility and balance.

In 2010, the design underwent slight refinements to make the logo appear lighter and brighter, while retaining the overall structure.

Font and Color Scheme

The italicized serif typeface used for the logo is custom-designed, with similarities to Hacky Black Italic and Trooper Italic, featuring bold and slightly slanted letters.

The color palette of yellow and red symbolizes energy and passion, while the green and black fish graphic emphasizes professionalism and expertise in outdoor activities. Together, these colors create a vibrant and engaging identity for the brand.

The Bass Pro Shops logo remains a testament to the brand’s heritage, blending tradition with modernity to create a design that is both iconic and versatile.