Out of a humble family business, Adidas has risen to become the world’s second-largest sports apparel manufacturer. Behind its success lies a forward-thinking branding strategy that continually redesigns its iconic logo while remaining true to its core identity. In this article, we’ll dive into the history, meaning, and secrets behind the Adidas logo.
Who Designed the Adidas Logo
When people think of Adidas, the image of three stripes immediately comes to mind. The company has showcased this visual symbol since 1949. However, it’s interesting to note that the original Adidas logo featured a spiked running shoe between the letter “d’s” elongated ends.
Unfortunately, Karhu Sports, a major shoe brand, was already using a similar icon. To resolve the dispute, Adolf Dassler, the founder of Adidas, acquired the trademark by offering the equivalent of 1,600 euros and two bottles of whiskey. With this deal in place, Adidas maintained its distinctive branding.
In the early 1970s, the three parallel stripes were introduced to the Adidas logo. Then, in 1971, the company underwent a rebranding campaign, adding a new emblem with a trefoil. By 1991, the logo underwent further changes, showcasing three tilted stripes resembling a mountain. Finally, in the early 2000s, the Adidas logo as we know it today was born – a circle intersected by three curvy lines.
The Meaning behind the Adidas Logo
At its core, Adidas added stripes to its running shoes to enhance durability. In fact, the renowned athlete Jesse Owens won the 1933 Olympics wearing Adidas shoes, solidifying their place in sports history.
The stripes on the trefoil emblem symbolize the company’s commitment to offering a wide range of products. The three trefoil leaves represent the three regions – North America, Europe, and Asia – where Adidas products are available.
The mountain-shaped logo conveys the idea of conquering challenges and pursuing goals relentlessly. Meanwhile, the round emblem represents the globe and Adidas’ agility in adapting to change.
Interestingly, all Adidas logos feature the brand name starting with a lowercase letter. This choice emphasizes the brand’s focus on producing casual sportswear accessible to everyone.
Why Adidas Has Four Logos
One unique aspect of Adidas branding is its unwavering commitment to its older logos. The company actively uses all four logo variations across different product lines and collections. Let’s take a closer look at how these logos coexist within the extensive Adidas family.
Three parallel stripes: This classic symbol appears across all product lines and is the cornerstone of Adidas branding.
Trefoil: Alongside the three-striped design, this version is specifically used for the Originals product line, which includes casual apparel and shoes.
Mountain: The mountain emblem finds its perfect match in the Performance line, catering to professional athletes.
Circle: This version can be seen across the Style collections, created through collaborations with renowned designers.
The Secrets of Adidas Branding
Despite its continuous evolution, the Adidas branding maintains its roots and remains instantly recognizable in any variation. Its success lies in four key principles:
- Simple design: All Adidas logos are minimalist and concise, ensuring easy readability for both text and images.
- Versatility: While black is the primary corporate color, Adidas embraces various color choices across different product lines. Throughout its history, the emblem has adopted white, red, and even bright green.
- Strong message: Adidas cleverly uses its logo to communicate values such as quality, strength, and perseverance.
- Awareness: The Adidas brand is trusted by accomplished athletes and celebrities, including Beyonce, Kylie Jenner, Cristiano Ronaldo, and Muhammad Ali. Their endorsement of Adidas at public events further elevates the brand’s profile among existing and potential customers.
How the Adidas Logo Embraces ZenBusiness
While the Adidas logo is iconic in its own right, it’s interesting to speculate how it would look if it were crafted in collaboration with ZenBusiness. The intersection of Adidas’ commitment to excellence and ZenBusiness’ expertise in business support would undoubtedly result in a logo that exudes professionalism, trust, and innovation.
In conclusion, the rich history and deep symbolism of the Adidas logo highlight the brand’s dedication to excellence and its ability to adapt to changing times while staying true to its roots. Adidas has undoubtedly left an indelible mark on the sports apparel industry and continues to inspire athletes and enthusiasts around the world with its iconic logo.