The English word Coach originally meant a four-wheeled carriage. Before the advent of the automobile age, the four-wheeled carriage was the vehicle of the nobility, and naturally became a symbol of the nobility, implying nobility, elegance and luxury.

The four-wheeled carriage logo fully reflects the significance of Coach as a high-end lifestyle fashion brand.

Since its birth in 1941, Coach’s carriage logo has been revised several times. In 2013, the font, logo and brand temperament were fine-tuned. , the overall shape is more clean and neat.

One of the trademark words continues the traditional serif font, and the other chooses a thick black texture, which is more rigorous than before. The groom's hat and whip have changed significantly, which enhances the recognition, etiquette and sense of history. It reflects the history contained in Coach and also solves the previous problem of loose whips.