A new corporate design for the adidas Group
The adidas Group is changing to the adidas Company. The transition within the company provides the perfect opportunity to bring the power of brand identity into line with the corporate identity and to refocus communication with employees, investors and the public.
- Identity workshop
- Corporate design strategy
- Corporate design system
- Brand imagery
Our strategic objective was to join the two faces of the adidas Company, the well-known sports side and the global business aspect, under a single, visually significant roof. At the same time, the relationship with the product brands was to be strengthened and the brand essence, “sport”, also clearly defined for the corporation´s communications.
Working with adidas Global Brand Design, EIGA developed a scalable layout concept that is an integral part of the corporate design system. The concept enables communication in various forms: from a corporate look for more serious content to a brand-orientated, concise design. Despite varying visual designs, some of which are louder than others, the adidas Company remains clearly recognisable as the sender.