Page 1

Identity effective october 2008

adidas CORPORATE BRAND LOGO GUIDELINES


adidas CORPORATE BRAND LOGO It is critical to our success that we use our Brand’s trademarks in a consistent, meaningful, and targeted way. Very often the first impression people have about the adidas Brand is when they see its logo. To abuse our corporate identity is worse than not using our identity at all. The following pages will show you when, where, and how to use the adidas Brand Logo to achieve maximum branding on corporate communications. To obtain adidas Group, Brand, and Division Logos, or if you have any questions or need any help with the guidelines, please contact the adidas Brand Identity Group at brand.identity@adidas.com

CONTENT

REMINDER Typeface choice. When choosing a typeface for

aB_3_Construction

communications, select a font(s) which does not

aB_3_Size

resemble the letters of the adidas logo in any way.

aB_4_Clear

This is imperative to ensure the uniqueness and

Space aB_4_Colour and Backgrounds aB_5_Colour Palette aB_5_Corporate Events aB_6_Sample Templates aB_7_Trademark and Copyright aB_7_adidas Font aB_8_General Grid aB_8_Landscape Layouts aB_9_Portrait Layouts aB_9_Portrait With Border aB_10_Copy Placement Cover aB_11_Copy Placement Interior aB_12_Other Applications

prominence of the adidas branding. adidas in text. adidas is always spelled in all lower case letters; in headlines, in text, at the beginning of a sentence, always. This is as much of adidas brand recognition as our Logos. Please make every effort to make this happen. Exception: If a headline style is all capital letters, adidas can be all capitalized too.


CORPORATE COMMUNICATIONS adidas BRAND LOGO AND VISUAL GUIDELINES

CONSTRUCTION

SIZE

aB_3 Minimum width 18mm

length = “idas”

“idas”

FIRSTNAME LASTNAME Title Department adidas 5055 N. Greeley Avenue Portland, OR 97217 P +0 000 000 0000 F +0 000 000 0000 M +0 000 000 0000 FirstName.LastName@adidas.com

• The adidas corporate Brand Logo elements are: the 3-Stripes, Wordmark (adidas), and registration (®). • Always use all the elements together as shown; do not rearrange them. • The length of the 3-Stripes must always equal the length of “idas” in the Wordmark.

• At its smallest size, the Wordmark must measure at least 18 mm (approximately ¾”) long. • When scaling the Logo, always maintain its proper proportions. • See page 8 and 9 for more information on sizing the Brand Logo.

• The space between the 3-Stripes and the Wordmark must always equal the height difference between the “a” and “d”. • The Wordmark is made of specially drawn letter forms; never replace them by a font or use a similar typeface in any communications.

VIOLATIONS

VIOLATIONS

1_Do not change the Logo element size relationships.

1_Do not apply the Logo too small.

2_Do not use the Wordmark without the 3-Stripes.

2_Do not apply the Logo too big.

3_Do not use the 3-Stripes without the Wordmark. 4_Do not break or interrupt the 3-Stripes.

OCTOBER 2008

1

2

3

4

1

2


CORPORATE COMMUNICATIONS adidas BRAND LOGO AND VISUAL GUIDELINES

CLEAR SPACE

COLOUR AND BACKGROUNDS 3a

aB_4

3a

a a a

a

a

a a a

• Always maintain the required clear space around the Logo. No text, image, right edge, etc., should ever interfere with Logo clear space.

• The Logo may be black or white only; this rule applies to all communications materials.

• Preferred clear space. This equals 3x the height of the letter “a” (see visuals above).

• No other colour may be used, including grey; it is important to keep this black/white identity separate from the adidas Group grey/white identity.

• Minimum clear space. This must not be less than 2x the height of the letter “a.”

• All the elements must appear together as one colour (either all black or all white).

• Clear space exceptions. A special clear space of 1x the height of the letter “a” is permitted for narrow spaces only (e.g., flags, podiums, intranet site).

• Accepted background colours are white or black.

• Place the Brand Logo so it bleeds off the left edge of the layout.

VIOLATIONS

VIOLATIONS

1-2_Do not allow any page edge, text, or graphics inside the Logo’s clear space.

1_Do not add colour to any element of the adidas Brand Logo. 2_Do not use grey or any other colour as a background. 3_Do not place the adidas Brand Logo over images or graphics.

1

2

1

Headline Subhead

3

Headline Subhead

OCTOBER 2008

2


CORPORATE COMMUNICATIONS adidas BRAND LOGO AND VISUAL GUIDELINES

COLOUR PALETTE

CORPORATE EVENTS Podiums

aB_5

PMS 293 C C: 100 M: 60 Y: 0 K: 0

PMS 426 C C: 0 M: 0 Y: 0 K: 100

PMS 137 C C: 0 M: 35 Y: 90 K: 0

PMS 356 C C: 95 M: 0 Y: 100 K: 25

PMS 200 C C: 0 M: 100 Y: 65 K: 10

• Black and white. The adidas Brand colours of black and white are always used for logos, covers and home pages. • Accent colours. We have chosen colours similar to the Olympic Rings as accent colours for the adidas Brand colour palette. • Colour should be used only in corporate communications when necessary to distinguish chapter headings, powerpoint bars, etc.

• adidas Brand corporate events uses the adidas Brand Logo. • Podiums. Possible branding is shown above for corporate events. Follow clear space rules. • Flags. For use at corporate events and adidas office buildings. • Backdrops. Carefully consider branding for press conference backdrops. Clear space is important to keep each logo being seen as a unit. Size appropriately so that no matter where a speaker is standing or sitting, the branding is seen. • Vertical Logo Exceptions. Podiums and flags can be branded with a vertical Brand Logo for audience visibility and photo opportunities. Never use a vertical Logo for any other application.

VIOLATIONS

VIOLATIONS

1_Do not use colours that are not part of the Brand colour palette.

1-2_Do not use the Brand Logo vertically (see exceptions above). 3_Do not use varying sizes when shown as repeating backdrop pattern. 4_Do not use old adidas Brand Logo.

1

OCTOBER 2008

1

2

3

3 4


corPorAte coMMUNicAtioNS adidas brAND LoGo AND viSUAL GUiDeLiNeS

SAMPLe teMPLAteS

aB_6

Retail Opportunities adidas 5055 N. Greeley Avenue Portland, OR 97217

adidas 5055 N. Greeley Avenue Portland, Oregon 97217 USA

adidas is an Equal Opportunity Employer

We are looking for a few key players to help us achieve our goal of becoming the best sports brand in the world. With a new store opening soon, we’re accepting applications for several positions. If you are poised to take the next step in your career with a company that is committed to sport and lifestyle, send your resume to the address above, or log on to the web site listed below.

™ Store Manager ™ Assistant Manager

™ Sales Associates ™ and More

adidas 5055 N. Greeley Avenue Portland, Oregon 97217 USA

www.adidascareersus.com

Human Resources Career Fair Thursday, March 9, 2006 4-7 pm adidas Village, Yellow Building Main Reception Desk 5055 N. Greeley Avenue Portland, OR 97217

Designers Wanted! adidas 5055 N. Greeley Avenue Portland, OR 97217 adidas is an Equal Opportunity Employer

We are looking for a few key players to help us achieve our goal of becoming the best sports brand in the world. To accomplish this goal we need a design team dedicated to shaping the future of sport. If you are poised to take the next step in your career with a company that is committed to innovation and leading-edge technologies, send your resume to the address above, or log on to the web site listed below.

™ Footwear Designers

™ Apparel Designers

T +1 971 234 2300 F +1 971 234 2450

Headline Title Goes here

Subtitles can go here...

Our rapidly expanding HR team is looking for a few key players to help us achieve our goal of becoming the best sports brand in the world. To accomplish this goal we need HR team members who are passionate about people and dedicated to shaping the future of sport technology. If you are poised to take the next step in your career with a company that is committed to innovation and leading-edge technologies, join our hiring managers on Thursday, March 9th, to learn about the opportunities now available in our Human Resources department.

• Senior HRIS Manager • HR Managers Sales & Operations

Headline Title Goes here

• Compensation & Benefits Analyst • Project & Process Manager

• Senior & Retail Recruiters

• Internal Organizational Development Consultant-Trainer

FIRSTNAME LASTNAME Title Department adidas 5055 N. Greeley Avenue Portland, OR 97217 P +0 000 000 0000 F +0 000 000 0000 M +0 000 000 0000 FirstName.LastName@adidas.com

adidas is an Equal Opportunity Employer

www.adidas.com

www.adidascareersus.com

www.adidascareersus.com

• Note: All adidas Brand Logo applications must be either black or white only, with a 3-Stripes bleed to the left edge.

• business cards. The Division Logos live on the back of the card, and the adidas Brand Logo stands alone on the front.

• Note: The adidas corporate Brand Logo does not “replace” the adidas Division logos; it does replace the former adidas corporate 3-Logo Lockup.

• templates. Business cards and other business templates are available at http://adidas.ci.orderingtools.com • Questions. Contact brand.identity@adidas.com

• Stationery. Same format as business cards.

vioLAtioNS 1_Do not use a grey background on Brand business cards. 2_Do not use grey bar with the adidas Brand Logo on Powerpoint frames, or use the adidas Group accent colours. 3_Do not use images or illustrations behind the Brand Logo on CD/DVD covers. 1

2

4_Do not apply colour to the adidas Brand Logo or to any of its elements. 5_Do not show the adidas Brand Logo with any other adidas logos. 6_Do not place the Brand Logo where the 3-Stripes do not reach the left edge. 4

5

Designers Wanted! adidas

FIRSTNAME LASTNAME Title Department adidas 5055 N. Greeley Avenue Portland, OR 97217 P +0 000 000 0000 F +0 000 000 0000 M +0 000 000 0000 FirstName.LastName@adidas.com

3

5055 N. Greeley Avenue Portland, OR 97217

Headline Title Goes here

adidas is an Equal Opportunity Employer Subtitles can go here...

We are looking for a few key players to help us achieve our goal of becoming the best sports brand in the world. To accomplish this goal we need a design team dedicated to shaping the future of sport.

www.adidas.com

Headline Title Goes here

6

Our rapidly expanding HR team is looking for a few key players to help us achieve our goal of becoming the best sports brand in the world. To accomplish this goal we need HR team members who are passionate about people and dedicated to shaping the future of sport technology. If you are poised to take the next step in your career with a company that is committed to innovation and leading-edge technologies, join our hiring managers on Thursday, March 9th, to learn about the opportunities now available in our Human Resources department.

• Senior HRIS Manager

• Compensation & Benefits Analyst

• HR Managers Sales & Operations

• Project & Process Manager

• Senior & Retail Recruiters

If you are poised to take the next step in your career with a company that is committed to innovation and leading-edge technologies, send your resume to the address above, or log on to the web site listed below.

™ Footwear Designers

™ Apparel Designers

• Internal Organizational Development Consultant-Trainer

www.adidascareersus.com

adidas is an Equal Opportunity Employer

OCTOBER 2008

www.adidascareersus.com


CORPORATE COMMUNICATIONS adidas BRAND LOGO AND VISUAL GUIDELINES

aB_7

TRADEMARK AND COPYRIGHT

adidas FONT corporate font

adidas Brand

Update the year Headquarters

© 2008 adidas AG. adidas and the 3-Stripes mark are registered trademarks of the adidas Group.

adiHaus Regular

adidas Brand adiHaus Medium

Update the year

adidas Brand adiHaus Bold

Subsidary name

© 2007 adidas AG. adidas and the 3-Stripes mark are registered trademarks of the adidas Group.

© 2008 adidas America, Inc. adidas and the 3-Stripes mark are registered trademarks of the adidas Group.

© 2007 adidas America, Inc. adidas is a registered trademark of the adidas Group.

• Copyright / Legal Line. Use this line on all print communications (see examples above). • Placement. Place to not draw attention to it. • Size. Typeface cannot be smaller than 5.5 points. • Copyright date. This date represents the year the communication is released. • Company name. Written after the year, it is the subsidiary that created the piece. • Logo name in text. In text, always write the adidas Brand Logo with a lowercase “a,” capital “B,” and capital “L”; when text is in ALL CAPITAL LETTERS, type the ADIDAS BRAND LOGO in all capital letters.

adidas Brand

adidas Brand

adidas Brand

adidas Brand

adidas Brand

adidas Brand

adiHaus Italic

adiHaus Medium Italic

adiHaus Bold Italic

adiHaus Condensed Regular

adiHaus Condensed Italic

adiHaus Condensed Medium

adidas Brand

adiHaus Condensed Medium Italic

adidas Brand

adiHaus Condensed Bold

adidas Brand

adiHaus Condensed Bold Italic

• adidas has its own font, called “adiHaus.” It is available from the IT department or download it from the Fonts link on adiWeb. • Use adiHaus for all internal and/or external corporate communications. • Only three font weights are approved for communication use: adiHaus Regular, Medium and Bold. • The Regular, Medium and Bold Italic fonts should only be used to emphasize a word or thought, not for headlines or paragraph text. • adiHaus Condensed fonts are used primarily in agency financial documents to display more information in less space; these fonts are not available for PC use.

VIOLATIONS

VIOLATIONS

1_Do not use the Legal Line on web pages.

1_Do not use italics for headlines.

2_Do not use it in videos.

2_Do not change the corporate font; always use adiHaus.

3_Do not omit it from print communications.

3_Never use a typeface similar to the adidas Wordmark.

1

1

2

© 2008 adidas America, Inc. adidas is a registered trademark of the adidas Group. Department

Content Goes Here

adidas Brand

adidas Brand adidas Brand 2

3

© 2007 adidas America, Inc. adidas is a registered trademark of the adidas Group.

OCTOBER 2008

3

This typeface is too similar to the adidas Wordmark.


CORPORATE COMMUNICATIONS adidas BRAND LOGO AND VISUAL GUIDELINES

GENERAL GRID

LANDSCAPE LAYOUTS

aB_8

Headline Subhead

© 2006 adidas America, Inc. adidas and the 3-Stripes mark are registered trademarks of the adidas Group.

• General grids are divided into thirds; use this 3:1 grid layout for all communications. • Layout. Always lay out documents in a 3:1 grid to define logo, image and copy areas. • Portrait. A horizontal grid layout is preferred for portrait formats; see DIN A4 and US Letter portrait grids above. • Landscape. Use either a vertical grid (see tripanel grid top left) or horizontal grid (see grid lower right) layout. • Imagery. Image must fill two connected panels of the layout. Full page image is allowed on inside portrait pages only, never on covers. See more on next page.

VIOLATIONS 1-2_Do not alter the 3:1 grid.

• Examples shown are for DIN A4/US Letter. • Layout. Use a vertical or horizontal grid. • Landscape Logo size. The maximum size for the Logo is 1/3 the horizontal area; it can be sized smaller but not larger. The Logo sign-off should bleed to an image edge or off the left side of cover. The Logo can centre only on back covers. • Vertical grid. Top layout shows possible branding placement on right with 3-Stripes bleeding to image edge; adidas Brand Logo is sized with equal space on both sides of Wordmark. • Horizontal grid. Middle layout shows front cover branding. Bottom layout shows back cover or final video screen.

VIOLATIONS 1_Do not place image in centre grid only. 2_Do not place the Logo or text between two images. 3_Do not omit images or graphics from communications covers. 4_Do not place text over images or graphics unless clearly readable.

1

2

1

2

3

Headline

Subhead

Subhead

4

Headline Subhead

OCTOBER 2008

Headline

Headline Subhead


CORPORATE COMMUNICATIONS adidas BRAND LOGO AND VISUAL GUIDELINES

PORTRAIT LAYOUTS

PORTRAIT WITH BORDER Portrait formats - border bleed

aB_9 Headline Headline Subhead Subhead

Headline Headline Subhead Subhead

Headline Here

© 2006 adidas America, Inc. adidas and the 3-Stripes mark are registered trademarks of the adidas Group.

Call to action text could fill this panel if needed. Keep logo to top one-third section and text to bottom two-thirds.

Headline Here

© 2006 adidas America, Inc. adidas and the 3-Stripes mark are registered trademarks of the adidas Group.

• Above examples show DIN A4/US Letter (top) and DIN Lang Tri-Panels (bottom). • Layout. A horizontal grid layout is preferred for leaflets and flyers. • 3-Stripes bleed. These should always bleed off page (covers, web, stationery, press releases, etc.). • Portrait Logo size. Place Logo in top or bottom grid, never in centre if imagery is used. The maximum size for the Logo is 1/3 the horizontal area; it can be sized smaller but not larger. The Logo sign-off should bleed to an image edge or off the left side of cover. The Logo can centre only on back covers.

• Border bleed option. When printing methods do not allow 3-Stripes or imagery to bleed off edges, create a fine-line border that both the 3-Stripes and imagery can bleed to. • Headline/text placement. Align text with left edge of Wordmark (see examples above). • Portrait Logo size. The adidas Brand Logo may increase to 1/2 the grid width when printing methods do not allow Logo to bleed.

• Narrow Portrait Logo size. Size the Brand Logo so space on both sides of Wordmark are equal.

VIOLATIONS

VIOLATIONS

1_Do not place the Logo over images.

1_Do not alter or break the 3:1 grid.

2_Do not place images in centre grid only.

2_Do not bleed images without bleeding the 3-Stripes.

1

2

1

2

Headline Here

Headline Subhead

OCTOBER 2008

Headline Here


CORPORATE COMMUNICATIONS adidas BRAND LOGO AND VISUAL GUIDELINES

COPY PLACEMENT COVER

COPY PLACEMENT INTERIOR

aB_10

Headline Subhead

Headline Subhead

• Typeface. Use adiHaus for all copy; both regular and bold may be used.

• Landscape format. Two or three columns may be used.

• Headline/text placement. Align text with left edge of Wordmark (see examples above).

• Portrait format. One, two or three columns may be used.

• Keep wording to a minimum on covers for optimum impact on reader.

• Note: One-column placement. This is reserved only for narrow portrait formats (see lower left image above); never use on full-sized pages.

• Type size is flexible; size depends on headline length of copy and space available.

• Copy amount. To create a more visually pleasing and inviting page, try not to fill all columns with copy (see examples above).

VIOLATIONS

VIOLATIONS

1_Do not place text in the grid’s primary branding zone.

1_Do not break or alter the 3:1 grid.

2_Do not place Brand Logo centred front on cover (only possible on back cover).

2_Do not use a single column of copy to fill landscape page.

1

2

1

Headline Subhead

2

OCTOBER 2008


other applications CORPORATE COMMUNICATIONS adidas BRAND LOGO AND VISUAL GUIDELINES

OTHER APPLICATIONS

aB_11

• 3-Logo Lockup replacement. The adidas Brand Logo replaces the previous corporate 3-Logo Lockup, including on buildings, in lobbies, on business papers, and other applications. • On buildings. Always apply the same adidas Brand Logo sizing and placement rules discussed earlier for any building use. • Questions. If you have a branding need and are not quite sure of its solution, or if you would like to discuss an exception, please contact the Brand and Corporate Identity team at brand.identity@adidas.com

• Non-corporate applications. The adidas Wordmark with 3-Stripes will be seen in specific non-corporate locations. Usage must be approved by the Brand and Corporate Identity team. Contact brand.identity@adidas.com • Event stadium branding. To heighten Brand visibility at Stadium sport events, the decision was made to use our Wordmark and 3-Stripes. Increased television branding exposure has been the positive result. • Unique considerations. For high-profile uses at events (on buses, World Cup, Olympics, etc.) special design decisions must be made by the Brand and Corporate Identity team in order to achieve maximum brand visibility and exposure.

VIOLATIONS 1_Do not use the Brand Logo on packaging

3_Do not use the Brand Logo on POS fixtures or graphics.

2_Do not use the Brand Logo on giveaways unless it is specifically a corporate Brand event.

4_Do not use the Brand Logo on floor mats.

1

2

PERFORMANCE SPORTS BRA

FUNCIONAL SOSTEN DEPORTIVO

Athletic sport design for support, comfort and fit

Diseño deportivo atlético para mejor soporte, ajuste y comodidad

Knit and mesh fabrications enhances support and ventilation

Tejidos y mayas que optimizan el soporte y la ventilación

Racer back silhouette enables free movement

Silueta posterior para carrera, que permite el libre movimiento

Knit elastic band for added comfort

Banda elástica tejida para mayor comodidad

3-Stripes at side seams

5_Do not use the Brand Logo or the 3-Stripes Logo on floors.

3

Costuras laterales triples

SIZE TALLA BUST BUSTO

XS (2)

S (4-6)

M (8-10)

30.5”-32.5”

33”-35”

35.5”-37.5”

L (12-14) XL (16-18) 38”-40”

40.5”-42.5”

Barcode label here

90% Polyester / 10% Spandex Jersey Made in Singapore RN# 88387 CA# 40312

Machine wash cold with like colors. Remove immediately. Do not bleach. Line dry. Do not iron. Retirar inmediatamente. No usar blanqueador. Secar al aire. No planchar.

© 2007 adidas America, Inc. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group

OCTOBER 2008

5

4

Adidas Identity  
Read more
Read more
Similar to
Popular now
Just for you