Adidas is an internationally renowned shoe company that has earned fame for its unique sports design. The company appeared in August 1949. Located in the city of Herzogenaurach (Germany) and founded by Adolf Dassler.
Meaning and History
Unlike other global companies that prefer a thoughtful and philosophical approach to the design of their symbols, the choice of Adidas is very practical and somewhat banal. The fact is that he took as a basis an abridged version of the name and surname of the owner: Adi (Adolf) + Das (sler). But the graphic image is still complex and has repeatedly evolved from year to year.
The debut emblem was born much earlier than the brand itself. It contains a shield, where, against a dark background, a seagull is bearing a men’s boot in its beak. A contrasting edging surrounds the main element; the remaining parts are made in monochrome. For the text fragment (the word “Dassler”), the constructivism font popular at that time in Germany was used. It echoes the Futura headset and the grotesque experimental geometry of the Bauhaus era. It has an uneven distribution in height. Located above the shield, making it look like an impromptu crown.
The first official logo of the company consists of a harmonious combination of verbal and graphic details. The central element is a studded boot. It is located between the American football goalposts, which are made of the extended legs of the lowercase “d.” The name is located below – it was then that the debut of “Adidas,” composed of two bases, took place. Under it is placed the final link to the direction of the sport – the consolidated word “Sportschuhe.” At the top of the semicircle are written the full name and surname of the owner of the company.
In the 1950s, the company decided to move away from the graphic component and focus only on the verbal. For the role of the key element, she chose the original name, which appeared in the previous version. It is made in a simple sans-serif font. Lowercase letters, thickened, of the same size. The leg at “a” is cut at an angle and pointed at the top.
Having existed for 17 years, the logo has received a new design: now, the background has become white, and the name itself is black. The point above the “i” and the sides of the “d” coincide in height. Leg “a” is rectangular, without cuts and peaks.
In the early 70s, the concern decided to rebrand and create a more dynamic logo that would characterize it as a manufacturer of a variety of sports goods. The presentation of the final version coincided with the Munich Olympics. The new logo features a cloverleaf and three horizontal lines.
To exclude competition with the Finnish brand Karhu, which also had three stripes on the logo, the German company bought them in advance for $ 1800 and two bottles of whiskey. The trefoil personifies the world continents: the first – North and South America, the second – Europe and Africa, the third – the countries of Asia.
At that time, Adidas introduced a radically changed logo. Clover disappeared from it, and the lines were rearranged. Now they form a schematic mountain – as a symbol of overcoming obstacles and sports orientation of products. The effect of the hill is achieved due to the inclination of wide vertical stripes of different heights. Despite a wave of criticism, which found the updated logo too boring and overly simple, it was approved as a basic element of corporate identity.
With the transition to the next millennium, a well-known manufacturer decided to revise the logo and make small changes to it. As a result, a black ball with three white stripes began to show off on some products. They are horizontally inclined and look like a trace from the claws of some powerful animal. This option is called Adidas Style and is focused mainly on the fashion industry. Logo introduces the Y-3 series developed by Eji Yamamoto and the SLVR line.
In 2005, the company introduced another logo – in the form of alternating black and white stripes located to the left of the classic name. For this, three dark and two light lines are involved in the logo, as well as the word “Adidas” in the spelling received in 1967.