Hummel Replaces Standard Logo with Chevron Design

Jul 13, 2025

by PTG

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New Kit Design: Hummel has replaced its standard logo with its chevron design on the new 2025 away kit for Forward Madison FC.
Logo Placement: The chevrons have been moved to the right chest, the traditional spot for the kit manufacturer's logo, instead of the typical placement on the shoulders.
Branding Strategy: Hummel's use of only the chevrons as the main logo raises questions about whether this is a one-off design or a new branding direction for the company.

Hummel has made an interesting and potentially significant branding decision on the newly released 2025 away kit for USL League One club Forward Madison FC. The Danish brand has replaced its standard logo on the chest with its iconic chevron design.

Hummel Replaces Standard Logo with Chevron Design

Typically, Hummel places its signature chevrons on the shoulders of its jerseys. However, on the new Forward Madison away kit, the chevrons have been moved to the right chest, the traditional spot for the kit manufacturer's logo.

The standard Hummel logo, featuring the bumblebee and wordmark, is absent from the front of the shirt.

A More Recognizable Logo?

Arguably, the chevrons are a more instantly recognizable brand identifier for Hummel than their full logo, much like the Adidas Three Stripes or the Nike Swoosh.

This cleaner branding allows the iconic symbol to speak for itself. It will be interesting to see if this is a one-off design for Forward Madison or a new direction Hummel will explore with other clubs in the future.

What do you think of Hummel using only their chevrons as the main logo? Is it a better look than the standard logo? Let us know in the comments below.