Adidas is one of the world’s most recognized sportswear brands, with its iconic logo symbolizing innovation, performance, and style. Over the years, the brand’s logo has undergone several transformations while maintaining its core identity.
The Origins of Adidas and Its First Logo
Adidas was founded in 1949 by Adolf “Adi” Dassler in Herzogenaurach, Germany. The name “Adidas” is derived from the founder’s first and last names. Initially, the company focused on manufacturing athletic shoes, gaining rapid recognition in the sports industry.
The first Adidas logo featured a simple three-stripe design, which Dassler used to differentiate his brand from competitors. These three stripes became the foundation of the brand’s identity and remain a central element of its logo today.
Adidas logo 1924 to 1931
The Adidas logo from 1924 to 1931 featured the Gebrüder Dassler Schuhfabrik branding, reflecting the company’s origins before becoming Adidas. Founded by Adolf and Rudolf Dassler in 1924, the brand focused on athletic footwear. The logo showcased a simple, text-based design, emphasizing the Dassler name without the iconic three stripes. During this period, the company gained recognition, especially in the 1928 Olympics, where athletes wore Dassler shoes. This early branding laid the foundation for Adidas’ future success. The logo remained in use until 1931, when the company began evolving toward the modern Adidas identity known today.
Adidas logo 1931 to 1938
From 1931 to 1938, Adidas underwent a crucial phase in its brand identity. Although Adidas was officially founded in 1949, its roots trace back to the Dassler Brothers Shoe Factory. During this era, the company focused on crafting high-quality sports shoes, but no official Adidas logo existed.
Instead, the footwear featured simple wordmarks and minimal branding. This period laid the foundation for Adidas’ future identity, ultimately leading to the introduction of its iconic three-stripe design, symbolizing innovation, quality, and performance in sportswear.
Adidas logo 1938 to 1949
Between 1938 and 1949, Adidas operated under its original name, Gebrüder Dassler Schuhfabrik, founded by Adolf Dassler. The brand had no official logo during this period, as it focused on athletic footwear production. However, early branding featured simple wordmarks and symbols emphasizing quality craftsmanship.
After the Dassler brothers parted ways in 1949, Adidas was officially registered, introducing its first iconic three-stripe design. This era laid the foundation for Adidas’ future dominance in the sportswear industry, marking the beginning of a globally recognized brand identity.
Adidas logo 1950 to 1971
In 1949, a dispute between brothers Adolf and Rudolf Dassler led to the split of their joint company, Gebrüder Dassler Schuhfabrik. Adolf founded Adidas, while Rudolf established Puma, creating two rival sportswear brands. The original Dassler logo was abandoned, and Adidas introduced its iconic three stripes in 1950. This separation marked a pivotal moment in sportswear history, shaping global athletic branding. Adidas and Puma, both headquartered in Herzogenaurach, Germany, remain fierce competitors, each leaving a lasting impact on the industry with innovative designs and marketing strategies.
Adidas logo 1967 – Present
The Adidas logo, evolving since 1967, symbolizes excellence in sportswear. From the iconic Trefoil (1971) to the three-stripe mountain (1991), it reflects growth and innovation.
Adidas logo 1971 – Present
In 1971, the Trefoil logo was introduced, featuring three leaves representing the company’s diversity in product offerings and global reach. This logo remains in use for Adidas Originals, which focuses on heritage and lifestyle products.
Adidas logo 1991 – Present
In 1991, Adidas unveiled a new logo featuring three slanted bars forming a mountain-like shape. This design symbolizes the challenges athletes face and their journey toward success. The three bars have since become the primary corporate logo for Adidas Performance products.
Adidas logo 2002 to 2022
From 2002 to 2022, Adidas used a circular logo variation, symbolizing unity and movement. This design featured the iconic three stripes enclosed within a circle, reinforcing brand identity.
Adidas logo 2002 to 2022
The logo featured three bold, parallel stripes slanted at a 30-degree angle, symbolizing performance and progression. This design, known as the “Straight Stripe,” reinforced Adidas’ brand identity across sportswear and fashion.
Adidas logo 2022 – Present
The Designer Behind the Adidas Logo
Adi Dassler himself played a key role in establishing the Adidas brand and its initial design elements. However, the official redesigns of the Adidas logo were developed by in-house designers and branding specialists over the years. Peter Moore, a renowned designer who also worked on Nike’s Air Jordan branding, played a role in Adidas’ logo evolution, particularly in the 1991 redesign with the three bars.
Adidas Logo Color Code
The Adidas logo is primarily black and white in most branding applications. However, Adidas also uses a specific shade of blue for some branding purposes. Below are the standard Adidas logo color codes:
- Black: HEX: #000000 | RGB: (0, 0, 0) | CMYK: (0, 0, 0, 100)
- White: HEX: #FFFFFF | RGB: (255, 255, 255) | CMYK: (0, 0, 0, 0)
- Adidas Blue: HEX: #0057B8 | RGB: (0, 87, 184) | CMYK: (100, 68, 0, 28)
The black-and-white version remains the most widely recognized, as it ensures high visibility and contrast across different media.
Adidas Logo Font
The Adidas wordmark uses a custom sans-serif typeface. The font is similar to ITC Avant Garde Gothic, a geometric sans-serif typeface known for its clean and modern appearance. The font complements the minimalist and dynamic branding approach of Adidas.
Final thoughts,
Over the years, Adidas has introduced multiple logos to represent different aspects of the brand, including the original spiked shoe logo (1949), the Three Stripes (1950s), the Trefoil (1971), the Three Bars (1991), and the Adidas Originals and Neo logos. Each of these designs reflects the brand’s growth, innovation, and commitment to excellence. Designed initially by Adi Dassler and later refined by branding professionals like Peter Moore, the Adidas logo continues to evolve while maintaining its strong identity.