New Reebok logo- "delta symbol".
The Reebok sportswear brand has always felt like a “poor relative” to me compared to the other two giants in the sports triumvirate, Nike and Adidas.
This was reflected even in the comparison of their logos: everyone remembers the Nike swoosh and the Adidas three stripes, but even the most famous of the many Reebok logos has always eluded visual memory. A bizarre design of three "wedges" was both simple and memorable.
This strange shape was a reproduction of the decorative overlays found on most of the brand's sneakers. But what looked good on the leg did not work well as a logo:
The mystery of the origin of the old Reebok logo
Apparently, the company felt certain problems with this sign, but at the same time they were afraid to abandon their traditional symbol. Over the past 30 years, he has disappeared, then reappeared:
This is how the logo changed over time.
And so the company announced another change in the logo, showing a new brand symbol, a triangular “delta” icon, in a beautiful presentation video:
With the marketing capabilities of Reebok, it will not be a problem to stake out such a triangular shape for itself.
I wouldn’t mourn the loss of the clumsy originality of the old sign either: in the world of giant companies, simplicity and versatility of forms are often more important than originality (all for the same reason, you can simply “buy” a place in the consumer’s brain - it’s expensive, but it allows you not to complicate the image of the brand for a memorable visual move).
Firstly, much more modest marketing and advertising opportunities such firms will not allow the consumer to consistently remember a too simple, non-original form and associate it with the image of the company.
Secondly, big company has the ability to "attack" the consumer with a full range of visual branding tools, from the design of points of sale to commercials on TV. This allows you to influence the audience with a variety of elements of the company's corporate identity, "relieving the load" from the logo. For small companies, a logo is often the only way to visually emphasize their individuality.
So many experts spoke rather harshly about the new image of the logo of a well-known trademark. But, let's face it: the Reebok logo has never been cool and cool. Back in the 80s, this brand was considered a fairly cheap brand, whose clothes were mainly worn by teenagers and schoolchildren. And the logo only emphasized this.
You always look not as cool in Reebok branded clothing (at least not as cool as in Nike, Puma, Adidas, etc.), but passable for sports. Perhaps, the attitude towards this brand can be compared with fast food: you understand that this is not so hot what kind of food, but, nevertheless, you buy it with pleasure and absorb it every day.
1980s
Were in the history of the Reebook trademark and where better days. Looking at the evolution of the logo, let's look at the versions that were used between 1986 and 1998.
The early logo did work, which is clear today when we compare it to what we currently see. Great typography was a solid foundation for a good logo style that took hold in 1996 and ran quite successfully for about a decade. But, in 2006, the logo was suddenly and radically changed.
Year 2006
2006 was the year of a drastic change in the logo, namely its typography. It may not have been to everyone's taste, but it still had character, edginess, style, originality, drive, momentum....
Technically, what you see above is most likely not the entire logo. Many experts believe that there was also a full version of the trademark, which for some reason did not see the light of day. Why? Probably because the entire history of the Reebok logo is a clear picture of indecision and chaos in design.
If you look at the evolution of the logo in terms of typography, then everything that happened after 2004 looks pretty weak. Simple, sans-serif fonts look gaudy. No, in no case will we argue that such fonts are not suitable for identity in general. But as a corporate style for a sports brand, it looks somehow sour and dull.
Hello 2014?
Rebook's latest corporate strategy has also introduced a logo to the brand, which, in our opinion, looks more like a logo of a bank, or some other investment, insurance or law firm. In some ways, it even resembles a religious symbol - an occult, sacrificial circle or something like that.
And again: it looks boring, not to mention the fact that the logo sign does not harmonize with the typography used in the logo at all.
To reduce the degree of criticism, we admit that this sign will probably work well in promotional videos - if it is enlarged or cut off, as well as on T-shirts and T-shirts.
In general, not everything is so bad, especially since Reebok itself seems to be quite happy with its new corporate identity. Probably the company hopes to refine it a little in the future, and compete with more successful players in the sportswear market.
It is not known what the “powers that be” companies hoped for by taking new look logo, let's hope that this was not the only idea, and in the near future we will see a new, much more successful chip from Reebok.
To be fair, this red pyramid-shaped thing could have looked a lot more interesting paired with a completely different font style. But what we see now is, by God, just boring.
This is just our opinion, maybe Reebok fans will disagree with us.
If you have never heard of this British brand, then let me tell you a little about Reebok. Since sneakers of this wonderful brand can be found in a small village on the African continent, and in any city in our country, it is difficult to find someone who is not familiar with this English brand. Reebok hasn't gained fame, fortune, or fame since day one. Let's take a little trip back in time to trace the humble beginnings of a company that has come a long way to become one of the world's most famous brands.
The idea behind Reebok
Reebok began its journey to fame in 1890 when Joseph William Foster, a sports enthusiast from Bolton, decided to add studs to athletic shoes. Seeing the huge untapped potential in sportswear, he founded JW Foster and Sons Incorporated 5 years later. Foster's company began producing athletic shoes that quickly became popular with world-class athletes. Their shoes were so good that they were even chosen as the shoes for the British track and field team participating in the 1924 Olympics.
History of the brand name
Let's be honest, the name JW Foster and Sons Incorporated isn't very inspiring, hard to pronounce, and even harder to remember. In order to become a truly global brand, the company had to change the name to a shorter and more memorable one. The task was entrusted to the grandchildren, Joe and Jeff Foster began to look for a new name. They came across the name "rhebok" in the South African dictionary, which was used for the name of a local species of antelope that roamed the African continent. Inspired by the word, they changed the company's name to "Reebok".
So in 1958 the name of the legendary brand appeared.
Reebok sneakers enter the US market
Until the 1980s, Reebok was predominantly limited to the UK market. To truly become one of the top sports manufacturers in the world, Reebok had to enter the market in the United States. The first brick was laid in 1979 when American businessman Paul Fireman expressed interest in expanding the brand throughout the United States. He spotted the brand at a sneaker show in Chicago and was amazed at the level of quality in Reebok shoes. Paul Fireman made a deal with the company and called for a division called Reebok USA Ltd to cater to the lucrative US market.
reebok pump original 1989. It was a decision that Reebok will never regret and undoubtedly one of the major turning points in the company's history. After becoming the sole distributor in the United States, Paul Fireman wasted no time in launching Reebok athletic shoes at $60 a pair. But that didn't stop the shoe from instantly becoming a bestseller. Within 2 years of entering the US market, Reebok's sales in the United States reached $1.5 million.
Reebok Women's Sneakers
The Reebok brand has used a proven strategy for the US market that has been successful in the UK. An ingenious and simple move that helped increase sales. They took their competitors by surprise by releasing a line of Reebok Freestyle shoes specifically for women. It was like hitting the nitrous button in racing and boosted the company's profits to $13 million the next year. This is more than 10 times!
The famous Reebok Insta Pump Fury NBA contract
Realizing the immense popularity of basketball in the United States, Reebok signed licensing agreements with the NBA in 1986. In an attempt to improve the performance of basketball shoes and become a worthy competitor to the Nike Air series (a popular basketball shoe manufactured by Nike), the company introduced the Reebok Pump series. As the name implies, this technology had a unique mechanism based on the principle of pumping air into the sneaker.
Reebok Sermon How does Pump technology work? There is a special container for air supply in the sneakers. The stiffness points are distributed in such a way that they form both the frame and the system of air channels - acting through them, the air fills the container and creates pressure exactly where it is needed. They pump air with the help of a convenient micropump, brought to the surface of the sneaker and looking like a soft volumetric button - business card pump technologies.
By using a mini pump on the back of the basketball-shaped shoe, athletes were able to adjust the level of foot support to suit their personal preference. This option became an instant hit among professional NBA basketball players. Over 100 NBA players have started wearing Reebok shoes with Pump Technology, including the great Shaq O'Neal. Even though it was big marketing strategy, which boosted sales significantly, Reebok probably wasn't ready for the fight that lay ahead.
Crisis in the 1990s
The 90s was a difficult period for Reebok, Nike outsold them and became the market leader. In a desperate attempt to boost sales, Reebok has released several new lines of sneakers. They signed NBA superstar Shaq O'Neal to a one-on-one deal and began using him to promote the white sneaker line. The idea turned out to be a failure.
Teenagers, athletes and sports enthusiasts at this time bought predominantly black sneakers and the release of a series of white Reebok sneakers, completely ignoring the market trend, went unnoticed. Their sales immediately suffered and the company lost a whopping 20% of its market share. In an attempt to make amends, Reebok ended O'Neal's contract and signed fellow basketball star Allen Everson, luring him into a $5 million-a-year deal. The move paid off and Reebok was finally able to increase sales. However, they lost the top spot in competition with Nike. Now it remains to fight with Adidas to keep the second place.
Reebok for the movie Alien merger with Adidas
The merger of Adidas and Reebok shocked the world, but it was kind of an obvious move. According to the report, Adidas paid $3.78 billion in a historic 2005 deal to make Reebok its subsidiary. Now, instead of competing for profits between themselves, the two giants have formed a team to compete with Nike. However, Adidas and Reebok have yet to go through long haul, because Nike remains the market leader in the US by a clear margin. According to a 2014 report, Nike confidently tops the U.S. athletic shoe market with 46%, while Reebok and Adidas hold just 6%.
However, now the brand is changing the logo at the same time as changing the company's business model, and encourages everyone to play sports. As it became known, the company's management decided to expand target audience brand, and if earlier Reebok produced clothing mainly for professional athletes, now all the attention is directed to the creation of fitness clothing for ordinary people.
Already now, when visiting the official Reebok website, you can see a new favicon (a small icon in front of the site name, located on a tab in the browser) next to the site name.
A new element of the Reebok logo is the delta, which is a symbol of the three main stages of an athlete's development - physical, social and mental. A person goes through these stages, going beyond their capabilities.
“For 30 years we have successfully created equipment for athletes in every sport imaginable, but have not been able to create something that will inspire ordinary people move forward, reveal your potential and conquer new heights. It's not just a logo, it's a symbol of change, it's a lifestyle, it's an invitation to take part and discover yourself from a new side, to go beyond your limits. Leading an active lifestyle, you not only get physical benefits, sport also affects a person’s relationship with other people, ”says Matt O'Toole, chief marketer of the company.
Surprisingly, this is only the second full-fledged logo change in the company's more than a century history - Reebok has not changed its logo - two parallel lines crossed by a third, since 1986.
In the new logo, the same three lines, only now in red, are connected to each other. You may have already seen the delta in the Reebok Crossfit clothing line, and starting in March, the new symbol will appear on all products of the brand.
Well, let's hope that changing the logo and brand concept as a whole will help increase sales, which in recent times dropped significantly.
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Reebok classic were invented in 1983. This is the first genuine leather running shoe in history. The model is suitable for men and women.
The difference between original sneakers and copies
You can distinguish original sneakers from a copy by the following details:
- Box
- Numbering
- paper label
- Side patch
- Perforation
- Eyelets for lacing
- Logo
- tongue
- Sole
- Sneaker shape
- Dense insoles on which you can see logo, brand and sticker with a barcode.
Box
Box Original Reebok Classic sneakers are ribbed with the brand's logo on each side.
Information about sneakers placed on the outside of the box, matches the data on the labels in sneakers. vendor code can be checked with a search engine. Search result there will be photos of sneakers identical to the model in the box:
original paper label
AT original couple running shoes paper label attached to left sneaker and contains a list of the company's activities and the constituent components of the product in several languages. At the copy label attached to right sneaker and does not contain only the logo.
Production
Original Reebok products produced in Italy and Germany, but mostly Vietnam, India, Indonesia, China and Korea. The copy and original compared in this article are made in Vietnam.
The external difference that immediately catches the eye is color products. Black color copy more like blue. In a rich assortment of original products, dark blue colors exist separately.
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