Box logo (commonly abbreviated BOGO) refers to Supreme's iconic logo design: the word 'Supreme' in white Futura Heavy Oblique font inside a red rectangle. Created by Barbara Kruger-influenced designer James Jebbia when founding Supreme in 1994, the box logo became perhaps the most recognizable symbol in streetwear. Box logo items—particularly hoodies and t-shirts—are among Supreme's most coveted releases, with vintage pieces commanding thousands on resale markets. The design's power lies in its simplicity and the cultural weight it has accumulated over three decades. The box logo has been endlessly imitated, parodied, and bootlegged, which paradoxically reinforced its cultural significance. Beyond Supreme, 'box logo' now generically describes any rectangular logo treatment, though the term remains most associated with Supreme. Owning a box logo piece, particularly from a significant year or collaboration, carries cultural cachet within streetwear communities.
Box Logo
Supreme's iconic rectangular logo design, abbreviated as 'BOGO,' that became a symbol of streetwear culture.
Origin & Etymology
Descriptive term for the rectangular shape of Supreme's logo. The abbreviation 'BOGO' (combining 'box' and 'logo') emerged from online streetwear forums in the 2000s.
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