*References listed at the end of each section*
Adidas is a German multinational corporation that designs and manufactures sports shoes, clothing and accessories headquartered in Herzogenaurach, Bavaria. It is the largest sportswear manufacturer in Europe and the second biggest in the world.
It is the holding company for the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company, 9.1% of FC Bayern Munich and Runtastic, an Austrian fitness technology company.
Adidas was registered on 18 August 1949 by Adolf Dassler, following a family feud at the Gebrüder Dassler Schuhfabrik company between him and his older brother Rudolf. Rudolf had earlier established Puma, which quickly became the business rival of Adidas and is also headquartered in Herzogenaurach. The company’s clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas’s current official logo. The brand name is appropriately uncapitalized, with a lower case “a”.
Adjectives associated with the company:
‘Diversity’ is one of the adidas Group’s core values and an essential part of their People Strategy. This is because they are convinced that a workforce made up of individuals with different ideas, strengths, interests and cultural backgrounds is a prerequisite to success.
When you make ‘diversity’ one of your core values, you have to follow up on it all the way through. They aim to be a diverse company on every level in all aspects, including gender, nationality and generation, and to build a creative and innovative workforce that celebrates differences and experiences across borders of any kind. It starts but most certainly does not stop with the hiring process. It extends to training and special networking groups among many other diversity measures. For this reason, they take a proactive approach to increase and promote diversity within their company and create an environment that celebrates diversity as a whole and doesn’t just cherry-pick those elements that are currently ‘in demand’.
They recognize the wealth of similarities and differences between employees, and the personal value of each and every employee as well as the fact that these diverse and different perspectives enrich their products and their contribution to sport and competing athletes.
“Imposible is Nothing”
Other examples of well-known brand slogans:
Nike – “Just Do It”
L’oreal – “Because you’re worth it”
Mastercard – “There are some things money can’t buy. For everything else, there’s Mastercard”
Tesco – “Every little helps”
Dunnes Stores – “Always better value”
McDonalds – “I’m lovin’ it”
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.
1967 – Adi Dassler used the 3 striped Adidas logo on Adidas sports shoes.
1971 – This year marked the birth of Adidas Trefoil Logo. The Trefoil Adidas logo showed the diversity in Adidas brand. It was first used in 1972, and later became a corporate symbol.
1997 – The three striped Adidas Logo was re-introduced after being reengineered by Peter Moore, who was the creative director of Adidas at that time.
1998 – Adidas merged with Salomon and introduced a new corporate logo that represented brand values of both the groups. It maintained the blue color of Adidas and inherited Red color from Salomon. The logo incorporated 3 shapes to look like a diamond. The two arcs that extended upwards represented the arms of the winner, raised after victory.
2005 – The new Adidas “Word Mark” logo has been introduced. The new Logo is clear, simple, and confident and shows leadership.
From a design perspective, the new logo is simple, clear, and confident and shows leadership. It will support future business growth and is flexible enough to anticipate any unforeseen changes.
Examples of well-known brand logos:
Here is a link to the Adidas brand manual I found: ‘adidas brand manual‘
Four Vectors of Branding:
- Product – ( what the organisations makes or sells )
Adidas make/sell – sports shoes, clothing and accessories
- Environment – ( the physical environment of the brand, how it lays out it stall )
Adidas keep there environment simple to emphasise and show off their products. They mainly use the colours black and white and sometimes blue.
- Communication – ( how it tells people, every audience, about itself and what it is doing )
Adidas collaborates with celebrities and sports people to show their audience their brand and products.
- Behaviour – ( how its people behave to each other and the world outside )
“Our retail store creators are passionate sports fans, many athletes themselves, as well as fashion futurists who love to spread this enthusiasm to their customers”
All four vectors don’t have equal significance, I think product would mostly dominate. Adidas is all about their products and everything else comes after that.
Adidas is a Product led brand.
Adidas is major brand within itself but it is the holding company for ‘The adidas Group’, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company.
Adidas also has its own individual brands too;
Single Identity for a business
Multiple Identities / Variety of Brands
Cadbury has a variety of brands within their company;
A number of apparently unrelated brands
P&G is a brand that deals with multiple unrelated brands. They represent many companies including brands such as;
The adidas Group would be a branded brand. It deals with a lot of unrelated brands, even though they are all sport related they are all individual brands in themselves.
No brand existed for the company. The brand was created from scratch (Lexus). Get it right = success. Get it wrong = failure.
A brand exists and needs a refresh / redesign (Eircom to Eir). A company exists, employees, customers, market. So why tinker with an already existing brand?
Usually if a company’s brand design is out of date or when there is no company name change.
Sometimes when technologies change such as a logo / brand not being suitable for display on the web or for an app or when the design becomes stale or unfashionable.
Some examples of brands that have had a refresh;
Usually if a company merges with another, is taken over by another company, or a company splits into more than one.
When there is a company name change.
Simply not looking after, investing time in your brand allowing it to go out of date.
Here’s an example of how ‘eir‘ was formally known as ‘pt‘
Bewleys Hotels were taken over by Clayton Hotels:
Adidas has never been redesigned but it has had a brand refresh. There logo has had a refresh since the company was first set up. They are just updating it each time and making it more modern each time as it became out-dated.
I think this was a successful brand refresh, as now the brand has a whole new modern image compared to the old style one.
Herbert Hainer is the current CEO of Adidas-Group, as well as Supervisory Board Chairman of the FC Bayern Munich AG.
He joined Adidas Germany in 1987 and has held numerous management positions within the Group, including Managing Director Germany and Senior Vice President, Sales
Herbert Hainer comes across as a sports enthusiast, which can be shown in images like the above. Also he is associated with the football club FC Bayern Munich (Supervisory Board Chairman).
This visual and physical behaviour of Hainer adheres to the company brand, which is sportswear manufacturer.
Examples of CEOs:
Tim Cook – CEO of Apple Inc
Mark Zuckerburg – CEO of Facebook
Michael O’Leary – CEO of Ryanair
Virginia “Ginni” Rometty – CEO of IBM
Michael Dell – CEO of Dell Inc
Definition: A company’s brand identity is how that business wants to be perceived by consumers. The components of the brand (name, logo, tone, tagline, typeface) are created by the business to reflect the value the company is trying to bring to the market and to appeal to its customers.
Building a brand:
The steps a company needs to take to build a strong, cohesive and consistent brand identity will vary, but a few points apply broadly to most:
– Analyze itself and its market: A full SWOT analysis – a look at the company’s strength’s, weaknesses, opportunities and threats.
– Determine its key business goals: The brand identity should help fulfill them.
– Identify its customers: Who is the company trying to reach with its products/services?
– Determine the personality and message it wants to communicate: What does the company want its market to perceive?
Examples of Brand Identities:
ATTRIBUTES OF A GOOD BRAND IDENTITY:
- It should be uniquely identifiable to help distinguish it from the competition. Remember it’s not necessary to make your identity represent exactly what your company does. This will avoid your identity resembling the competition and not limit areas of future growth.
- It should be simple enough to be instantly recognisable. Can you easily picture in your mind’s eye the Apple logo?
- It should draw the viewer in with pleasing aesthetics that appeal to the intended audience. While the culmination of a neutral colour palette, elegant typography and beautiful photography create a tasteful and sophisticated look for Martha Stewart, this same look is likely not appropriate for an apparel brand aimed at a youth market into extreme sports.
- It should use shape and colour to enhance recognition and emotional response. The Nike swoosh creates an image of energy and dynamic power and Coca Cola uses red to suggest energy, life and vitality.
- It sometimes has a hidden element or meaning that demands attention. Have a careful look at the FedEx logo. The negative space between the capital E and the lower case X form an arrow shape. This subtly portrays forward movement and is ideally suited to a shipping company. We naturally want to try to figure out the meaning of these kinds of identities and the more time we spend with them, the more familiar they become.
- It must be culturally relevant. Certain symbols and colours have very specific meanings to different cultures. For instance, in the Western world we are very familiar with the Red Cross Society. In other parts of the world, the cross is replaced with a crescent and the name changes to the Red Crescent Society to be more sensitive to followers of the Islamic faith. Make sure to do some research ahead of exploring a creative direction that could cause problems in an increasingly global marketplace.
- It will stand the test of time and not date itself quickly. Most companies or organizations would do well to follow this route, but there are always exceptions. For example, certain product brands will be more fashion-forward in their approach to capitalize on the latest fad or trend.
- It should be easily reproduced across a variety of media, both in print and online, and at a variety of sizes. What is legible on the side of a truck may not work as well when reduced to the size of a favicon in a browser address bar. A complex identity with gradients and transparency may work well on a web page, but may prove difficult to embroider on branded apparel. A well-designed brand identity system is flexible enough to easily accommodate different methods of reproduction and sizes.
PERSONAL BRAND LOGOS:
Here are some examples of brand logos:
Logos – Like/Dislike
Here are some brand logo designs that I like:
Here are some brand logo designs that I dislike:
HOW TO DESIGN YOUR PERSONAL BRAND IMAGE IN 10 STEPS
Here is a link to a website that explains the 10 steps to designing your personal brand image. They explain it really simple and give examples of other peoples work and show you how they have went about their designs. I found it very helpful:
PERSONAL BRAND IDENTITY:
BRANDING PART 2: DEVELOPING A BRAND PROGRAMME
How would you describe yourself:
Types of design work you enjoy:
- Packaging Designs
- Patterns / Illustration
How do you present yourself visually? ( Personal style and Design style )
- Jeans and runners (go to style)
- Modern / Contemporary
Pick out some pieces of work which you feel represents your best designs or work your most proud of?
The packaging project above would be the work I’m most proud of / I think it is my best design work to date. Also below are some of my other designs that I think represent my best designs.
Who would you like to target with your designs?
Mainly businesses but ordinary people for personal designs too.
Analyse design competitors? How would they describe themselves? How do they represent themselves visually?
My design competitors would be most graphic design firms, as I haven’t got a certain style or know what I want to specialise in, but if I was to choose competitors based on work I enjoy doing, they would be:
- Penhouse Designs: (Packaging and Branding)
Penhouse Designs would be a competitor for me if I was going to specialise mainly in packaging and branding. This irish company specialise in branding for companies including packaging design but they also do other work such as logo designs, advertising, brochure designs etc.
How they describe themselves:
‘We build brands through successful marketing collateral in print and digital media. We like to think we offer a little bit more than the expected and today we are proud to boast an impressive array of award-winning work, for both creative and effective design, for our wide range of long-standing clients. We build brands through print & digital media, working with great people and interesting businesses of every size. We think laterally and imaginatively about what is unique and special about each service or product, then find an original and creative way to interpret this’. There services include: logo and brand identity design, packaging design, marketing literature, web design, brochure design, annual reports, advertising, exhibition & display.
- Elizabeth Olwen: (Patterns)
Elizabeth Olwen would be a competitor if I was going to specialise mainly in pattern design. She is a surface pattern designer and creates designs for packaging, products, fabrics etc.
How she describes herself:
‘.. a Toronto-based surface designer. Inspired by pastoral beauty, nature in its most playful forms, folklore, and romance, Elizabeth’s work is driven by the desire to leave something beautiful behind with every step she takes. Elizabeth draws inspiration from the world around her—from her city, to the beautiful forests of Ontario, to her cherished adventures abroad. Her clients include Land of Nod, Cloud9 Fabrics, Madison Park Greetings, Art Print Japan, Nest, Febreze, Target and many more’
From this analysis develop a CORE IDEA. One sentence is perfect.
Company Name Research
Some initial names I came up with for my personal brand:
Branding – Feedback
Here is a form I created on google, which I sent around to my classmates for some feedback for my brand identity:
My first sketches from my notebook of possible logos designs:
Here are some of my designs I created on illustrator:
Some patterns I made with a few of the logos I designed:
Here I rated
Brand Manual – First Draft
Feedback – Brand Manual:
Above is the feedback I received on my brand manual with some minor changes to be made.
Final Brand Manual Design:
This is my re-designed brand manual, with a lot of changes made to it.
The number pages will be done with purple foil, to give it a shiny effect.