The new Reebok logo lacks style and sophistication, and is visually very weak to say the least, "totally sucks"
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
Been in the history of the Reebook trademark and far 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 also added a logo to the brand, which, in our opinion, looks more like the logo of a bank or some other investment, insurance or legal company. 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.
It's not all that 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 were hoping for by adopting a new image of the 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 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.
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 the brand's target audience, and if earlier Reebok produced clothing mainly for professional athletes, now all attention is directed to creating 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 imaginable sport, but we have not been able to create something that inspires ordinary people to move forward, unleash their 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 the change of the logo and the concept of the brand as a whole will help increase sales, which have recently fallen significantly.
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Reebok's new logo is the "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 bemoan the loss of the clumsy originality of the old sign either: in the world of giant companies, simplicity and versatility of forms are 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 of 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, a large 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.
Reebok is a sportswear and footwear brand. Since its inception in 1895, the products of this brand have been distinguished by excellent workmanship and comfort to wear. Not surprisingly, Reebok products are actively counterfeited. And the task of a responsible buyer is to know how to distinguish real Reebok sneakers from a fake.
To reduce the cost of production, the owners of Reebok moved production to Southeast Asia. Therefore, the inscriptions "Made in China" can be trusted more than "Made in USA".
The following types of counterfeit products are found on the market:
- Quality copies. Made from quality materials to Reebok standards. They can often be distinguished from genuine sneakers only by the identification number. As a rule, such fakes are made at factories in China, Thailand, Vietnam and are exact copies of limited editions of the original Reebok.
- Common fakes. They are made from cheaper materials, they are not painted in the colors that are declared in the collection. The sole is usually hard, inelastic.
- Gross forgeries. It is easy to recognize by mistakes in writing the brand, uneven stitching of seams, traces of glue. Sometimes sold in bags rather than boxes.
It is best to buy Reebok sneakers in the official stores of the brand. In the markets and in most online stores, you will probably be offered a fake. If you still decide to purchase goods at third-party outlets, then you should know how to distinguish the original from the fake in Reebok sneakers. Pay attention to the following factors:
| Color and material. The laces of an original Reebok pair always match the color of the sneaker. Holes for laces in branded shoes are made without metal stops. The easiest way to spot fake Reebok shoes is to crush the soles in your hands. It should spring and bend easily. |  |
| Tailoring quality. Reebok is famous for its quality control service. Therefore, if you see uneven lines, protruding threads or droplets of dried glue, this is clearly not Reebok. However, Chinese manufacturers almost always glue the sole, even if the original models have stitching. All logos are embroidered or embossed. If the inscription is printed on the shoe with paint, then it is a fake. |  |
| The presence of a box. All branded shoes are sold only in boxes. Reebok sneakers in bags are a crude fake. |  |
| Errors in captions. Incorrect spelling of the brand (Rebok, Reebuk) and other inscriptions is a sure sign of a gross fake. |  |
| Tag and number. The only way to tell an original from a Reebok copy is by checking the identification numbers. By the item number (it is located on the inside of the tongues), find the image of the model through the search engine. If the picture on the Internet matches what you have in your hands, check the individual sneaker code. This long number should be looked for below the size range. For branded products, the numbers on the left and right sneakers will differ. Quality replica manufacturers usually stamp the same tags on every shoe. |  |
In order not to tempt fate and not spoil your legs with low-quality products, buy products from official Reebok representatives.
The history of the legendary Reebok brand dates back to 1895. The official website is reebok.com.
The birth of a legend.
The emergence of one of the oldest brands contributed to the ordinary human desire - to have comfortable running shoes. It was she who was so lacking for a resident of a small English village - Joseph Foster.
At the end of the century before last, Joseph joined the running club. There were no shoes that allowed you to comfortably do what you love. Even professional runners struggled to get the right shoes for the sport.
That is why Joseph, who has the profession of a shoemaker, made himself comfortable shoes for his favorite hobby. For the best grip on the ground, he attached several small studs to the sole. With these running shoes, the history of the world famous sports brand began.
In the early 20th century, Joseph Foster began manufacturing spiked running shoes and gave his business the name "J. 'W. Foster & Co. Shoes were made to order according to the measurements taken from the athlete's foot. Athletic shoes quickly became popular in the running club where Foster was a member. Amateur athletes wore studded shoes for all competitions.
In 1906, in connection with the birth of his sons, Foster renamed his company "D. W. Foster and Sons (J.W. Foster & Sons).
In 1909, Foster came up with innovations that helped him make the firm unique in England:
- He came up with a kind of dimensional scale. Now the athlete who wished shoes from Foster did not need to personally come to the fitting. It was enough to send the master a sheet of paper, on which the contour of the foot was outlined and all the necessary measurements were indicated;
- Joseph Foster created collections of shoes for different types of running. For example, for athletes involved in steeplechase, the company offered boots with studded heels. Shoes with ankle straps were designed for cross-country running. There were also collections of sports shoes for indoor activities, for middle distance running and so on.
In 1924, wearing sports shoes from D. W. Foster and Sons”, famous runners K. Model and K. Abraham compete at the Olympics in France. After the competition, the athletes admitted that it was these shoes that allowed them to run faster. After this incident, Foster's company became popular with athletes.
Already by the beginning of the 30s, the firm "D. W. Foster & Sons was recognized as one of the best in the UK. Now, in addition to running shoes, Joseph Foster's Olympic Workshops factory produced shoes for rugby players, hockey players, boxers, football players and cyclists.
In 1933 Joseph Foster passed away. The business was continued by his sons, who expanded the company and strengthened its leading position in the UK.
However, the most innovative ideas and the conquest of the world sporting goods market belong to Foster's grandchildren - Joseph Jr. and Jeffrey.
"African antelope".
In 1958, the company was renamed Mercury Sports Footwear, in connection with the release of a new model of Mercury sports shoes. But in 1960 the company changed its name again. Now it's called Reebok. This name Joseph and Jeffrey Foster found in the dictionary, and it meant an African antelope with sharp horns. Despite such frequent name changes, the company still continues to produce the best sports shoes in Europe.
In 1979, thanks to the enterprising Paul Fireman, who became the official distributor of Reebok, the company's sports goods appeared in the United States.
From 1986 to 1988 the company actively developed and expanded. Now she can compete with the largest American brand Nike, the history of which can be found.
In addition, during this period, the company begins to produce not only shoes. Clothing and all kinds of accessories are on sale.
In 1991, the Russian branch of the company appears.
Logo.
The famous Reebok logo, in the form of a vector, did not appear immediately, but only in 1993. At this time, in the UK, a law was approved to ban advertising of the national symbols of the country, which was the previous Reebok logo.
Absorption.
In 2005, the company was taken over by a German brand. This takeover turned out to be beneficial for both parties, as more than a hundred billion dollars were saved in the first three years of their joint existence.
Iconic Reebok inventions.
freestyle.
In 1982, during the aerobics craze, the Freestyle sneaker, designed specifically for women, appears. The shoes were released in two versions. The most popular were high-top sneakers with two Velcro fasteners. Also, this type of footwear was distinguished by a bright color - in addition to the traditional black and white colors, the lineup included models of red, blue, and yellow colors. Sneakers "Freestyle" are produced to this day.
pump.
In 1989, the company introduced sneakers with air chambers that were inserted into different parts of the sole. This technology, dubbed "Pump", made it possible to create sports shoes that adapt to the characteristics of the foot.
Big failure.
In 2009, Reebok released a new collection of "EasyTone" sneakers. Sneakers had a peculiar structure, creating a weak effect of foot instability, due to which the tone of the gluteal muscles and calves increased. Advertising sneakers promised even after a normal walk a perfect figure.
However, in 2011 there was a big scandal. Many customers complained about the company - sneakers did not help to improve the figure. As a result, Reebok had to pay compensation to consumers - ¼ billion dollars.
Reebok today.
The company, even being part of Adidas, continues to develop actively. Today, it has shoe production in more than 15 countries around the world. Reebok sportswear factories are located in 50 countries.
Fans of the brand continue to appreciate not only innovative technologies, but also the traditional quality laid down by the founder, Joseph William Foster.
