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Reebok rolls out ‘subtle modern evolution’ of its logo, unifies branding

Reebok has unveiled a new logo that is an “updated, subtle modern evolution” of the original, which was first introduced in 1992. Starting 2020, it will also unify all Reebok sport and lifestyle products under one brand logo and wordmark.

The new logo will first be featured in an exclusive early release of sport styles made available this month. According to the press statement, the logo aims to spotlight Reebok’s heritage, “connecting its rich legacy to its exciting future”. The move also seeks to leverage the brand’s “most recognisable and distinguished assets” – the vector logo and “drop-R” wordmark.

Reebok president Matt O’Toole said the brand positions itself at the intersection of fitness and fashion and and its product is a reflection of that connection, said: “As we continue to differentiate ourselves, we’re blurring the lines between our entire portfolio of performance and lifestyle products even more so to give our brand one unified presence and voice.”

Karen Reuther, Reebok VP of creative direction said under a unified banner, all of Reebok’s products and experiences will be able to 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,” she added.

Reebok is one of the few brands that have unveiled a new logo this year. Most recently, Facebook rolled out a new company logo to set the branding of the parent company apart from its social media app. The new brand system uses custom typography, rounded corners, open tracking and capitalisation to create visual distinction between the company and app.

Meanwhile, Malaysian automotive company PROTON also ushered in a new era with the launch of a new and sixth brand identity, featuring a new “uncaged” design for the logo. The new logo shows the tiger’s head held high, symbolising PROTON to represent an arrow-head, moving forward to success.

Separately in 2018, Reebok tied up with actress Gal Gadot globally to inspire women and future generations. The partnership aims to help women discover and embrace fitness as a means to become the best version of themselves physically, mentally and socially. Meanwhile two years ago, it appointed RED2 Digital as its social media agency for six markets across Southeast Asia which includes Indonesia, Singapore, Malaysia, Philippines, Thailand and Vietnam.

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