Reebok unifies

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With the turn of the new decade will come a new Reebok brand image. In its first design overhaul since the introduction of the the Delta logo in 2011, Reebok has announced the unification of its signature vector logo and 'drop-R' wordmark across the majority its sports and lifestyle brands, including footwear and apparel. 

Reebok says the design overhaul aims to celebrate Reebok's rich history and connect its legacy to the exciting future that lies ahead. but what exactly has changed with the logo design? Let's take a closer look.

Reebok's new, unified logo wordmark 

The fitness company's branding has mostly riffed on the same Union Jack-based vector with the company's full name alongside since the introduction of its first vector logo in 1922. And it looks as if the next adaptation won't be too far away from its roots, as Reebok says that the logo wordmark is an "updated, subtle, modern evolution of the original" that serves to unify the brand under one sleek banner.

Creative Direction VP Karen Reuther explains: “Under a unified banner, all of our products and experiences will tell a single story that is clear and consistent.”

“The Vector was created as a logo version of the iconic Reebok side stripes and cross-check design that dates back more than fifty years. It’s compelling, dynamic and powerfully linked to some of our greatest cultural moments”

We have to admit, when we first saw the new incarnation it took a minute to work out what has changed, subtle is indeed the right word to describe the evolution. But on closer inspection, when looking at the two versions side-by-side, we can see that the vector lines have straightened-up and elongated, and the wordmark has become more streamlined, too. 

Reebok's design evolution video gets more technical. It explains that the vector now has 'a flattened top to create dynamic forward movement', 'a stabilized base for better alignment and stronger balance' and 'wider channels for better legibility at small sizes'. So now we know. 

The most recent version of the Reebok vector and wordmark, introduced in 2011

The current Delta logo (above) will still appear on UFC-branded and Crossfit products, though, so it's not gone for good just yet. What do you think of the new look? How does it compare to the best (and worst) rebrands of 2019?

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