Reebok Reebrand
Sportswear giant Reebok (a subsidiary of the Adidas Group) have rebranded. And quietly at that, because I can't find any information about it.
After catching the final seconds of their new TV campaign this evening, I hopped on over to Reebok.co.za (shockingly poor site) and Reebok.com, which both feature their new logo and associated brand elements.
They've dropped their historic mark - an unfortunate move because I quite like it (whatever it's supposed to represent), but I imagine it will survive in their products - and have adopted a new typeface.
It's really confusing when you get into it. Admittedly, I began this post with the impression that they were undergoing an RbK transformation since 2002. But after some digging around, I now realise that I never understood their marketing efforts. RbK is simply just a niche sub-brand aimed at the urban youth market. It didn't help that their Wikipedia entry contains the RbK logo and that RbK.com now redirects to Reebok.com.
I can't find anything on the history of the brand either. Brands of the World returns 14 search results, and based on my own recollections of their logo over the years, I've compiled the following rough logo evolution (RbK included):
Can't say I love any of them - the typeface always seems to let them down, and their new logo is no different. It's too conservative (read: "boring" and "uninspiring"). And before anyone suggests it... no, that's not the Facebook font.
This rebrand marks the 50th anniversary of their name, which incidentally has its roots in South Africa:
The name comes from Afrikaans/Dutch spelling of rhebok, a type of African antelope/gazelle. The company, founded in Bolton in 1895, was originally called Mercury Sports but was renamed Reebok in 1958. The company's founders, Joe and Jeff Foster, found the name in a dictionary won in a race by Joe Foster as a boy; the dictionary was a South African edition, hence the spelling.
For some related logo fun, check out Logo Mashups and Logo Equations (both via Brand New).
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13 Comments
I agree – completely boring and uninspiring …. it does absolutely nothing to distinguish them as a sports brand. It’s a pity they lost their mark – it at least added a bit of interesting movement. Now their branding is just too static … YAWN
Wa – you’re not uncool, you’re retro.
Okay, I’ve been away for a few years I think, I still thought the second one was the logo. Anyway, the new logo. Personally I don’t like it, loosing the mark and the font looks like a DIN family type. For some reason I keep reading eeBok. I’ve checked the corporate website http://corporate.reebok.com but couldn’t find any info about the restyle.
hmm… I really hated Reeboks branding up to now. The new logotype is wicked, (or at least MUCH improved) the only thing that is desperately needed is an icon, a calling card. My favorite has always been Puma, who ever dug them out of their (bad) 80’s hole and slapped them with the slick red and white needs a medal… or at least a blowjob :P
Reebok a subsidary of Adidas?! I’m never going to buy Reeboks then!
I only wear Nike or Cats.
Personally, I think the new logo is a bit lame. Like you said, boring.
Not just because I believe Nike to have better shoes, but from a branding perspective, they’ve branded their tick on the brains of the masses. I can’t say that for Reebok’s … whatever it is. Maybe thats why they’re going name only.
Personally I would have gone icon only and left the name out. Luckysocks’ point is valid IMO. They’re losing “identity”.
@Sander: their site is useless!
@Ross: yeah I never knew that either, Adidas acquire Reebok for $8 billion in 2006. I’m not much of a brand whore, but I do think New Balance are kicking everyone’s asses.
Well, I personally think it’s horrid. I’m not sure if it’s the whole “lean towards a facebook logo” (like pick n pay did) or if the plainness is just too overwhelming for me.
I would have guessed, like most popular global brands, Reebok would have slashed their name and gone with their well-established symbol on its own?!
I suppose I don’t buy their clothes anyway. Are they focussed on clothes or shoes these days anyway?? Now the logo doesn’t seem to speak to me either…
I caught the new tv ad again in full. It was so awful, I literally had to lift my lower jaw after coming to terms with what I’d just seen. Here’s what Reebok have to say about it:
It will break through the clutter of advertising on TV today. It is unique enough to be talked about among friends as one of the best new ads around.
We don’t want to spoil the surprise too much but rest assured, there has been a lot of time and money invested in this new campaign, and we’re confident that it will resonate with our customers and bring them closer to the brand.
Remember that dancing baby meme from the late nineties? A terribly annoying 3D animation. Well, the ad basically consists of a lot of those babies, throwing their toys around a room. The CG is so bad that you begin to think they’re actually taking the piss.
Well they got one thing right at least, it certainly is unique enough to be talked about among friends. But for all the wrong reasons. I can’t wait until it appears online so I can post a link…
Holy cow, this is such a poor poor logo!
From the previous ones i liked the 2nd one much better though i still think there is always a need for improvement god damn it, its a sports giant for god sake, you sell by the style not by the simplicity! But well, the name alone is enough for most of the customers out there!
很高兴能到你的博客！你的设计风格非常有我值得学习的地方！
I really like the new logo. I never liked Reebok before, the icon on their logo put me off completely. For the first time I would actually consider buying and wearing this brand. But I agree, they have been a bit skitzo with their logos. Very confusing.
The redesigned Reebok logo is not facebook inspired. It was originally based on the font Futura.
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22 May 2008
warrenski07:50 am
Damnit, I’ve just bought some Reebok T-shirts with the “older” logo – how uncool of me! :) (if indeed they’ve actually moved on this time, and not just added another logo to the pool).
LOL, now that you mention it, the new one does look very Facebook-inspired. I’m sure Facebook influenced the designers whether they’re aware of it or not.
I was also under the impression that the RbK thing was a transformation away from Reebok, but I was never quite certain about it. Thanks for clearing it all up; was starting to bug! :)