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The Significance Of Stripes
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adidas is known throughout the world for being one of the top brands in
sportswear since its founding in 1949. Ever present in the minds of consumers
for its sporty sense of style, adidas’ iconic three stripes drives the brand
forward as it seeks to gain more ground in the sporting goods industry, creating
a strong brand identity leading to its position as the
second-largest sportswear manufacturer.
The German brand identity is about being practical, reaching out to trendsetters, fashionistas and athletes alike. |
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Urban Athleticism |
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Originally the brand logo of a Finnish sports brand called
Karhu, adidas founder Adi Dassler purchased the three stripes
brand logo from them for the modern day equivalent of
1,600 Euros and two bottles of whiskey!
The purchase is surely one of adidas’ best acquisitions, as
nothing is as constantly associated with the brand and its
values of performance and stylishness as those three familiar
stripes.
The design of the three stripes is significant because it even
has a specific description, “three stripes consistently proportionate
in width to one another.” All adidas brand logos, be it the famous
three stripes or its 1972 Trefoil logo, uses that same principle.
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Integrating The Stripes |
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Several key elements of the stripes are what make the brand logo
so memorable to all consumers. The stripes are more than just a
brand logo. adidas integrates them as a crucial design motive in
almost all its products, making consumers know exactly how an adidas
product looks like simply from a brief glance. Shoes will all have
three stripes running down the sides; trackpants have three stripes
running down the sides; even jerseys have three stripes running down
the sides of its sleeves, a perfect example of consistent brand identity
building up brand memorability. The number and fixed width of the
adidas stripes is yet another unspoken reminder of this consistency.
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A Lively, Stylish Brand Identity |
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A solid, familiar brand logo might earn the favour of consumers,
but adidas also knows the power of employing unique variations on
their three stripes. Consider the brand logo’s use of faint light
blue instead of its usual black colour for the 2010 adidas x Star
Wars collection, evoking the famous Star Wars opening headline,
“A long time ago, in a galaxy far, far away…” The adidas three
stripes represent versatility and simplicity.
Performance is an important theme for adidas – their products are
made to reflect that. With a brand identity that is all about
performance, they have endorsements by top athletes such as football
star David Beckham, tennis champion Andy Murray, and the New Zealand
All-Blacks rugby team. Combining that with its endeavour to be “All In”,
adidas’ Emotional Selling Proposition (ESP) is its strength and confidence,
making for a solid brand identity. A distinctive brand identity is created
when memorable brand name, brand logo, brand slogan, brand colour and brand
elements attract the attention of consumers. How will you show strength
and confidence through your own brand identity? |
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Interested to know more about brand identity? |
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Subscribe to our BRANDtalk now! |
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Disclaimer
peopalove is a trademark of Brandington Sdn Bhd. The peopalove brand name, brand logo, brand colours, brand elements, brand slogan and brand category are properties of Brandington Sdn Bhd.
BRANDtalk is a trademark of Brandington Sdn Bhd and an independent publication which has not been authorised, sponsored or otherwise endorsed by the brands published in its articles.
The adidas brand name, adidas three stripes and
Trefoil brand logos, adidas “Impossible is Nothing” brand slogan and other adidas trademarks, service marks or Intellectual Properties, whether registered or unregistered belong to adidas AG. Brandington Sdn Bhd disclaims propriety interest in the marks and names of others.
peopalove makes every effort to ensure the information in BRANDtalk is accurate during publication. This publication may include hyperlinks to other third party websites as a convenience to users. peopalove has no control or responsibility over the contents of these third party websites.
All works published by peopalove are copyrighted and any manner of reproduction and distribution of the same are strictly prohibited.
copyright © 2011 peopalove™. All rights reserved.
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