Reebok happens to be a prominent name in the athletic footwear and apparel industry. Established in 1895 in the United Kingdom under various names, the company embraced the name “Reebok” in 1958. Today, the brand produces footwear and clothing for various sports, such as CrossFit, football, basketball, tennis, and athletics.
The Reebok logo has undergone significant transformations since its inception. Each such transformation reflects the brand’s journey from a small British company to a global powerhouse in fitness and lifestyle. This article delves into the history and evolution of the Reebok logo and highlights key design changes over the decades.
The Genesis of the Reebok Logo (1958-1977)
Reebok’s first logo featured the brand name in a stylised sans-serif typeface. And between the second “e” and “b” of the wordmark was a geometric shape formed out of zig-zag lines. The geometric shape had two parts: two short, uneven, and parallel horizontal lines at the top and two vertical lines converging below.
(1977-1993)
In 1977, Reebok introduced the Union Jack in its branding and placed it alongside a bold blue wordmark. This wordmark was written using a custom sharp sans-serif typeface and had diagonal lines and rounded angles. The combination of the wordmark and the Union Jack emphasised reliability and strength while maintaining a connection to the British roots of the company.
(1993-1997)
The 1993 redesign marked a shift for Reebok as it removed the Union Jack from the logo for the first time. Instead, it featured two smooth blue lines merging into one, intersected by a sharp red triangle in the middle. This emblem represented ambition and competition and aligned with the evolving market positioning of Reebok as a performance brand. The wordmark was also updated to a lighter shade of blue, thereby enhancing its modern appeal.
(1997-2000)
In 1997, Reebok made another significant change to its logo by moving the emblem above the wordmark and adopting a light grey colour palette. This version conveyed elegance and professionalism and reflected the aspirations of the brand towards sophistication. The streamlined design signalled a shift towards a more mature identity.
(2000-2005)
The turn of the millennium brought about another redesign in 2000, which retained the iconic emblem but introduced a more dynamic presentation. The logo iteration comprised two parts. The first part on the right had the red wordmark in lowercase, italics placed against a white background. The other part on the left had the emblem in bright blue placed against a grey background. Both parts were enclosed within a blue parallelogram with rounded corners. This design aimed to symbolise speed and motion—key attributes of Reebok’s athletic products.
(2005-2008)
In 2005, Reebok adopted “Rbk” as an abbreviation of its brand name for the logo. This version featured “Rbk” in sharp geometric letters placed next to the blue emblem enclosed in a thin rectangular frame with rounded angles. The choice to shorten the brand name aimed to create a catchy identity that resonated with younger audiences while retaining brand recognition through the use of familiar colours.
(2008-2014)
The minimalist trend influenced Reebok’s branding in 2008 when it simplified its logo to just feature the brand name in a light blue sans-serif font. This design eliminated all previous emblems and colours and focused solely on clarity and simplicity. This approach aimed to communicate effectively with consumers by removing the unnecessary elements.
(2014-2019)
In 2014, Reebok reintroduced colour with a new geometric emblem known as the CrossFit Delta. It displayed a minimalist triangle consisting of three equal parts in red to symbolise physical, mental, and social transformation—reflecting Reebok’s commitment to fitness culture. The brand name appeared in black alongside the new emblem to mark another evolution in its visual identity.
(2019-Present)
The latest redesign in 2019 saw Reebok returning to elements that are reminiscent of earlier logos while adopting a monochrome palette for sophistication. The iconic emblem is now placed beneath the wordmark to reinforce brand recognition. At the same time, it signalled strength and distinction in its visual identity.
The Elements of the Reebok Logo
Font
The Reebok logo consists of a font called Motter Tektura, which was first introduced in 1977. In recent years, the font was updated to include more rounded letters. Here, each letter of the wordmark is wide with open lines. Also, all the letters are of the same height as the uppercase “R,” which is the first letter of the brand’s name.
Colour
Over time, the Reebok logo has primarily featured a colour palette comprising red, white, and blue. The colour palette reflected the colours of the British flag and linked the logo to the brand’s origin. In a subsequent iteration, black became the dominant colour in the logo. This strategic shift aimed to communicate a feeling of strength, which proved crucial as the brand underwent acquisition, restructuring, and redesign.
Symbols
In its early days, the Reebok logo prominently featured the British flag, which was a fitting symbol considering the brand’s origins. However, this emblem underwent a transformation, wherein it gave way to an abstract combination of two blue lines merging with a red line.
A subsequent addition to the Reebok logo was a delta symbol, which comprised three red figures forming a triangle. This move was similar to the earlier shift of the brand towards a global market appeal. It was a conscious decision to present Reebok as a “fitness brand” rather than one exclusively tied to particular sports partnerships. The introduction of this new symbol aimed to convey an image of change and transformation for the consumers. Here, each element of the delta symbol represented a different facet of the transformation of the company.
The History of Reebok
The iconic Reebok brand has served as a symbol of performance, style, and cultural significance for more than 60 years. However, the story of the company began in 1895 when Joseph William Foster founded The J.W. Foster and Sons. Thereafter, in 1958, two of Foster’s grandsons launched a subsidiary company named Reebok. The name was inspired by an African gazelle.
For many years, Reebok was under the ownership of Adidas, a prominent global sports brand. However, in 2021, the German company opted to divest its English counterpart by selling Reebok to Authentic Brand Group, a United States-based company. As a result, Reebok is no longer affiliated with the Adidas empire.
Interesting Facts About Reebok
- Reebok was founded in 1958, and it was an extension of the JW Foster and Sons Company that started in 1895.
- The original name conceived for the brand was Mercury Sports Footwear. However, since the name was already registered, the founders, Jeff and Joe Foster, settled for Reebok, which is the name of a light grey South African gazelle. The name Reebok was chosen to compare the shoes with the agility, grace, speed, and swiftness of the animal.
- A 5-star rating in the Runner’s World Magazine brought the brand to the USA.
- The popularity of the Aerobics fitness regime soared the sales of Reebok, especially with Reebok Freestyle.
- Reebok shoes even featured in Ripley’s Aliens.
- The Pump shoes from Reebok introduced in 1989 became a status symbol for consumers. The shoes gained entry into the sports categories of golf, tennis, and others.
- Reebok shoes were worn by a nun during the wedding of Prince William and Kate Middleton.
- At the kitchen and cafeteria of Reebok headquarters, certain unhealthy food items are banned. These include large candy bars, white bread, pasta, and soda. This is in alignment with the business of fitness and healthy living espoused by the company.
- Reebok shoes, especially 3 types of uncomplicated track shoes, sailed through the roof in the US market in 1981.
- Reebok shoes, especially Reebok Pumps, were endorsed by Dee Brown, a rookie with the Boston Celtic team. He wore a pair of Reebok Pumps to an All-Star Slam Dunk contest, where they were noticed.
- Reebok shoes became a fading fad after the popularity of Reebok pumps wore off.
- Reebok turned around sales by entering into an endorsement deal with Allen Iverson of the NBA in 1996. It developed a new shoe called “The Answer,” which paid off.
- Reebok was acquired by the German company Adidas-Salomon in 2005 for a whopping $3.78 billion. In 2021, the brand was sold to the US-based Authentic Brand Group.
- Reebok was the first shoe brand to introduce reinforced eyelets for the design of speed lacing.
- Reebok commercials were directed by Shaquille O’Neil, the famed NBA player.
Finally
The transformation of the Reebok logo reflects the emergence of the company into a fitness and lifestyle brand from being a producer of shoes. Each logo iteration shows the company’s adherence to flexibility, creativity, and the ability to be relevant in a dynamic industry. The Reebok logo remains an enduring symbol of athleticism, style, and progress. With Reebok continuing to evolve, its logo is likely to remain a powerful symbol of its commitment to innovation and performance in sportswear.