Reebok launches new identity
Reebok has launched a new brand mark, Reebok Delta – aiming to reflect the brand’s new ‘singular focus on fitness’.
The new logo is being used online, and from this month will be applied to all the brand’s apparel and footwear, in disciplines including training, running, outdoor, yoga, dance and aerobics.
Reebok’s new look retains the mark’s pervious typography, adding the Delta symbol which looks to represent ‘the positive and transformative change that fitness can have on a person’s life’, according to Reebok.
Matt O’Toole, Reebok chief marketing officer, says, ‘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.
‘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 Delta symbol was chosen due to its history as emblematic of change; and the brand says the three arms that form the triangular device relate to the physical, mental and social changes that fitness inspires in people.
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