Reebok has changed its logo nearly three decades after the swoosh logo. We will no longer see the vector sign on which we grew up. This is the first logo change since 1986 and the second major change in its 121 year history of existence.
The subsidiary of the German sportswear giant, Adidas, has been reporting slow growth in the recent years. The logo which was used only for the Crossfit Reebok products till last year has now become the log… I mean the symbol, of the brand. Their new strategy is to focus on overall fitness instead of just sports; to focus on people trying to be fit rather than just athletes.
“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, in a statement. “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 red symbol will be seen on all Reebok branded footwear and clothing, including their yoga, dancing, aerobic and running merchandise. ‘Delta’ represents an overall well being in terms of physical and mental health. This new brand strategy is showing improvements in the performance and hopefully it will only increase from here on.