Identifying Adidas Brand and Identity Strategies

When we consider a brand, we most typically think of its visual identity, its logo or branding. It may be the typeface used, a symbol or distinct colour - perhaps all three come to mind. This is because we are able to establish psychological connections to these elements of visual language. The visual identity used by Adidas is undoubtedly one of the most significant reasons for it acclaimed presence within society, surpassing sporting boundaries and working its way into all sectors of popular culture as a whole.

Identified below are some of the visual qualities of the Adidas brand and strategies used by the brand specifically that have contributed to its success:

• Swiss, sans-serif, lower-case typestyle used that was in emergence in the nineteen-twenties in Russia, The Netherlands and Germany when Dassler began registering his ventures. This bold, modern aesthetic has served the company great purpose in establishing a timeless brand that has remained and maintained a current, contemporary identity despite the time that has passed since its creation. 

• Monochromatic/black and white logo provides the brand with adaptability, timelessness and a tonal contrast that creates both distinct impact and an effortless demeanour.

• Distinct symbols informed by brand contexts to enhance visual identity and order sub brands. e.g - three stripes, trefoil etc. 

• Collaborations with major high-street fashion retailer Topshop via the ‘Topshop x Adidas Originals’ collection, acclaimed British fashion designer Stella McCartney via the ‘Adidas by Stella McCartney’ collection as well as British singer Rita Ora’s collection ‘Adidas Originals by Rita Ora.’