Coach put it on bags, shoes and sweatshirts priced at hundreds of dollars apiece. Singer Ariana Grande sold clothes emblazoned with it as a tie-in with her Coachella performance. Inside the NASA logo's wild popularity:
“Very, very few brands have broad appeal,” said Utpal Dholakia, marketing professor at Rice University. “NASA fits into the mold where it not only has broad appeal, but there is almost nothing to dislike about it.”As it did in other times of political polarization, love of the space agency brings the nation together. This affinity does not, however, bring revenues to NASA.Companies need permission to use the logo, and requests have been pouring in lately.
NASA's"meatball" logo pops up in Palmdale, near an aircraft used to collect and analyze atmospheric samples from around the world. Last year, space enthusiast Edwin Reza, 31, bought a black T-shirt featuring the NASA meatball logo from a discount retail store. This month, he bought a similar shirt from Urban Outfitters. But he said he wouldn’t wear promotional clothing with logos from other federal agencies, at least during the Trump administration.
Ulrich and his co-worker approve merchandise requests based on a few, different criteria. NASA logos cannot appear together with insignia from other brands to avoid the perception that NASA is endorsing a specific company or product. Logo and background colors are strictly regulated and derivations of the traditional insignia — such as an item spelling out “NERD” rather than “NASA” on the “meatball” logo — are not permitted.
“It’s just a question of how we’re perceived and how it represents us,” he said. “It’s one thing to inspire people about space exploration. But if it comes to an area ... where it has nothing to do with us, or if it’s messaging on it, we try to stay out of that too.
The NASA fashion trend is not lost on retailers like Target, which has carried NASA-related merchandise — including T-shirts, socks, hats and postcards — for “many years,” company spokeswoman Courtney Foster said. Foster declined to share sales data for NASA-branded merchandise, but said they are “consistently strong and have long been a guest favorite.”
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