Reebok Rebrand 2023 // Rebranding, Brand Identity, Brand Application
Rebranding Reebok //
The Problem →
Tasked with reviving a global brand in need of a refresh, Reebok’s current logo was made in 1997, and the products currently offered in general could use an update in creativity and direction. Due to a decline in sales, Reebok, a fallen giant in the sports world, was forced to pivot to towards marketing themselves more as a fitness brand.
In order to live up to their mission statement, “Leading through Creativity” and “inspiring movement through sport”, a rebrand is necessary to signal we have the courage to step back into the sports world.
Uniqueness and adaptability in the sports market with products that inspire movement, change, and creativity — we just need to respark a desireable connection between consumer and product.
Our design is driven by three new ethos to represent the updated brand image: Ambition, Innovation, and Culture.
Ambition -
Since it’s been awhile since we changed our logo, we now have a sleeker, sharper, and bolder logo mark. In addition, our current colors will remain similar, but have been updated to have more modern and eye-catching hues. We want our customers to be assured they will dominate every field, court, rink, track, ring, or any other arena of competition they enter in.
The Design →
Innovation -
In our application of identity — graphically and in our tone, we want to give the sense that our designers and creators of apparel and footwear are human. They put a lot of thought into engineering the highest quality product through a human process. Innovation in the design room will lead to products that enhance the game-changers for our generation, and the next. This also includes thought into future products that are eco-friendly.
Culture -
We want to capture the culture of every buyer and user of Reebok — this includes playful elements from street graffiti, to bold, disconnected shape forms that relay the movement and energy in sport Reebok wants to inspire in every athlete. We’re in an age where people don’t want to be put into boxes or be assigned labels. Our branding instills courage for our customers to express their individuality through any product they desire.
