ADIDAS

Logo Story, Oct 2017
Adolf Dassler

Initially started as a small independent sportswear company in Germany, Adidas today, is the largest sportswear manufacturer in Europe (headquartered in Herzogenaurach, Bavaria) and the second largest in the entire world. Apart from shoes – its core product, Adidas also manufactures clothes, bags, shirts, and other sports wear to give their customers a wide variety to choose from.

Adidas was registered on 18 August 1949 by Adolf Dassler. The company’s clothing and shoe designs typically feature three parallel bars and the same motif is incorporated into Adidas’ current logo.

The name ADIDAS is a portmanteau formed from its founder’s name – Adolf Dassler and the 3 black stripes of the logo are very neatly registered in the memory of millions of its fans around the world. Adidas logo is indeed very effective and there is no denying the fact here.

VAASTU EYE
The white and black logo represents the quality of boldness, straightforwardness, and transparency. Black colour indicates hardships. If you want to be fit or participate in an international competition, you have to work hard. Any sporting activity is represented by the planet Saturn, which represents the hardships and struggles of life. Adolf Dassler, who started Adidas has carried his vision and turned it into a passionate mission for which Adidas is known in the world today.

Any training activity is represented by black because it stands out strongly. Black colour is the true discipliner and in that manner, black is good. Let’s take a look at the three bold stripes that form the mountain shape. Mountain indicates strength and signifies herculean tasks. The slope of the mountain (in logo) falls on the eastern side. The logo starts from left side and goes to the right side (clock wise to anti-clock wise.) This way, an equilibrium is formed in a way of shape and form. When they added more accessories, they changed their logo into geometric lotus. Lotus means versatility but this doesn’t hold it.

The second logo added value to the first logo. Though the stripes were still there, the new logo wasn’t gelling enough. It had much to say that the sound of the logo was conflicting with the graphics. The logo should be as simple as possible; the simpler it is, the more effective it will be to remember. From Vaastu perspective, adding colours to the logo would be more constructive. Even if they remove the text “Adidas”, it will still do justice to the versatility of their products. Addition of colours is important to reach the top, otherwise, it will be difficult to up the game from number 2 position.

The name and sound decides the longitude and altitude of the logo. Nike is not black colour, it is red colour and red means temperament, which has made them the leading sports brand in the world. On the other hand, it is difficult to try and recall the Reebok logo – all you can remember is just the name. Their logo had lots of complexities and from a designer’s perspective, Nike has the best logo in the form of a Swoosh.


LOGO HISTORY

The Three Stripes (1967 & reintroduced in 2005 with wordmark)

The initial logo didn’t have a specific look as the company just placed three stripes on everything they manufactured. The owner of the company used to call his business, “The Three Stripe Company”. Even today after their huge success, the company has remained loyal to their three stripes look.

The Trefoil Logo (1971)

The Trefoil logo was introduced in 1971 when the sports company expanded into leisure wear and apparel markets. The logo was selected from over 100 logo ideas put forward. The three stripes were still adamant in their updated logo. The main motto of the trefoil logo was to represent the fact that the brand had grown to a larger and diverse market than it used to be, retaining their classic look.

The Three Bars (1997)

The most recent logo represents some of the finest equipment sold by Adidas. The company wanted to retain the original design of three stripes but also wanted to give more power to their logo.

The new logo is supposed to resemble a mountain. In a way, people buying Adidas products are challenged to push their own limits. The logo appears on many sports equipment with “Adidas” instantly recognizable to anyone who sees it.

With the trefoil a fashion success, a new logo was needed for sporting products. Originally designed by creative director Peter Moore in 1990, the performance logo was initially used on the company’s Equipment range of sporting goods. The three stripes come directly from those seen on early Adidas sports shoes, but also form the shape of a mountain, which represents the challenges athletes face.

The white and black logo represents the quality of boldness, straightforwardness, and transparency. The logo should be as simple as possible: the simpler it is, the more effective it will be to remember. From Vaastu perspective, adding colours to the logo would be more constructive. Even if they remove the text Adidas, it will Still do justice to the versatility of their products. Addition of colours is important to reach the top, otherwise, it will be difficult to up the fame from number 2 position.