This image is the logo for the well-known manufacturer sportswear company, Adidas. “Dassler Brother Shoes Factory” was the foundation of Adidas. After split up with his brother, Adolf Dassler created his own company named Adidas. It was founded in 1949 in Germany. Adidas is well known for their three horizontal stripes symbol. It becomes a unique icon of Adidas, which can be easily recognized by the mass. The three stripes icon is simple yet bold. The logo has its appearance on every Adidas products from shoes, apparel, and accessories to sports equipment.
Base on the iconic three stripes, throughout the years Adidas officially creates two other logos. Adidas carries two line products, one is called Original, and another is called Performance. The Original line contains products with classic style and some of them are influenced by the vintage vibe. On the other hand, the Performance line contains products with sporty style and sports equipment, which mainly provide for athletes field.
The Original logo contains the shape of three radiating leaves in black on the top of the white background. This logo was created to show the diversity of Adidas in 1972. It also indicated the Olympic spirit and the history of the brand. With its own meaning, the Adidas Original logo is used for the heritage product line. There are three iconic stripes place horizontally and overlap the trefoil. The stripes are in white and blend well with the background color. On the bottom of the trefoil, where the trefoil united, it creates an interesting pointy shape. Under the logo, there is the name of the brand “adidas” in the lower case in black color. The brand name has a bold and heavyweight sans serif, which helps them stand out of the white background. The text also works as the base to balance out the trefoil symbol. The combination between the graphic and the text creates a stable and solid look for the logo. One interesting thing about this logo is there are only two simple elements was used in this logo, but the two elements are solid and powerful. If the viewers focus on the stripes, they can clearly see that the white stripes are overlapped the black trefoil. On the other hand, if the viewers focus on the trefoil, it seems like the trefoil was cut off on the bottom, and we can see through it. The stripes serve as the negative space.
In 1996, Adidas launched another logo for Performance line. It inspired by their iconic symbol, the three stripes. The new logo uses the three stripes stack up vertically and then rotate to make it look like the shape of the mountain. It implies the obstacles that people have to face in their daily life and how it can help people overcome the challenges to achieving their goals. Adidas provide comfort and relaxation. Adidas Performance logo also uses the same lowercase sanserif typeface for the name of the brand. It is placed underneath the graphic and creates a complete triangle shape for the piece.
The Adidas logos are simple but effective. With the simplified shape and dominant color, those factors make the logo easy to remember and recognize by the consumers. The logos are good designs and include all the elements that needed for a successful logo.
“The History of the Adidas Logo.” Fine Print. March 14, 2016. Accessed December 7, 2016. https://www.fineprintnyc.com/blog/the-history-of-the-adidas-logo.