Reebok company was found in 1895 in a small England town with the name “JW Foster and sons”. The company changes its name in 1958 when the sets the goal to design, sell and distribute sport accessories for fitness and casual occasions, clothes and equipment all over the world.
In 2006 the Adidas group acquired Reebok. The company has focused more on fitness rather than specific sports and began to support the CrossFit movement. With the launch of the support campaign the company featured the “Delta” logo for the first time. In march 2014 the Delta symbol became their official new sign.
The Reebok’s new logo represents the transformable change that fitness can have on a person’s life. According to the company’s words the symbol stands for three major changes that everyone experiences when exceeds his limits: physical, mental and social. It consists of three figures that form a triangular logo.
“The new brand mark signals a clear purpose for our brand and it will be a badge for those who pursue a fuller life through fitness. We believe the benefits of an active life go beyond the physical benefits and impacts your whole self and your relationships with others,” said Matt O’Toole, Reebok Chief Marketing Officer. “It is our symbol of change – an invitation to take part, and to unlock your true potential. It’s not a logo, it’s a symbol…a way of life.”
The new Reebok logo has already began appearing in products for running, dancing, yoga and other disciplines and probably the hopes are that the change will improve the brand’s not so positive economic performance in the recent years.
Frankly said the logo looks like Google drive’s Delta, but it is as memorable as the logos of Nike and Adidas are. Though the new sign does not stand for the most fantastic design, it is a step ahead compared to the more complicated old logo. However the mission to be achieved a good redesign here is accomplished.
Any thoughts about the Reebok rebranding ?