Historia Logo Adidas

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adidas – the story of a logo

The 3-Stripes mark is without doubt the quintessential adidas symbol. It was created by the adidas company founder, Adi Dassler, and first used on footwear in 1949. Dassler created a symbol that could be immediately recognized when his footwear was used in athletic competition and associated with adidas. He emphasized the association with the slogan“The Brand with the 3 Stripes”. The 3-Stripes were first used on apparel in 1967. The 3-Stripes now enjoy worldwide recognition as an adidas symbol.

In the late 60s adidas expanded into the leisure and apparel sector, and this prompted Käthe and Adi Dassler to seek a new, additional identification mark for the adidas brand. In August 1971, the Trefoil was born, out of more than 100 ideas.Inspired by the 3-Stripes, it is a geometric execution with a triple intersection, symbolizing the diversity of the adidas brand. This symbol was first used on adidas products in 1972, and later became the company’s corporate symbol. Today it plays the important role of representing the adidas Originals collection.

In 1997, adidas decided to introduce an integrated corporate design, choosing as thecore element a new and yet familiar logo: the 3 bars. It was designed in 1990 by the then Creative Director Peter Moore, and initially used on the Equipment range of performance products. It is inspired by the 3-Stripes as they appear on footwear. The

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shape formed by the bars also represents a mountain, indicating the challenge to be faced and the goals to be achieved.

In August1998, following the merger of adidas and Salomon, the then named adidasSalomon AG introduced a new corporate logo. The logo unites the values of the brands of the Group, incorporating the typical colours of the two previous groups: blue for adidas, red for Salomon. The logo shows three shapes coming together to form a larger shape, namely a diamond. The space between the shapes forms anothershape, that of a person with arms raised in victory and celebration. This logo appeared on all corporate documents of the then named adidas-Salomon AG, but not on products.

In July 2002, adidas-Salomon AG presented a revolutionary new business strategy for the adidas brand, aimed at expanding its customer base and driving top-line growth. The new structure marked a fundamental shift from thetraditional “Footwear” and “Apparel” structure, introducing a new three-divisional approach with the “Sport Performance”, “Sport Heritage” and “Sport Style” divisions. The products in the adidas Sport Performance division are developed for the sports performance market but have design appeal, encouraging consumers to wear the products both on and off the court or playing field. The adidas Sport Heritagedivision contains adidas Originals products. Originals products seek to extend the adidas brand’s unique and authentic heritage to the lifestyle market. Design and functionality are already strong aspects of the two existing adidas divisions and are continued with an even stronger focus in the new Sport Style division.

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adidas Sport Style - the future in sportswear designed byYohji Yamamoto is an exclusive collection, consisting of men’s and women’s footwear, apparel and accessories. It combines the mission of the sports brand with the vision of style to develop an unexpected and radical appeal. Yohji Yamamoto: “For me, this is an interesting and exciting new project on many levels. And, I always wanted my clothes to be accessible to… and desired by… a greater number ofpeople, and I feel that it will be possible for me to achieve this through this new line.” In 2007, the Sport Heritage and Sport Style divisions merged into a single Sport Style division. The logos of the two divisions remain visible on the respective collections.

The corporate logo changed after the divestiture of Salomon in October 2005. The new logo of the adidas Group was launched in...