An overarching brand iconography for all adidas sub-brands. Adidas, Brand Iconography. The new illustration style of a adidas brand iconography should be equally applicable to all sub-brands and cater to the requirements of the young target group.
- Visual trend research
- Design exploration
- Design execution
On packaging and digital applications. The idea is a radical change from the previously used technically-inclined vector designs. It consists of freely drawn symbols and images, whose hand-drawn character translates the brand’s commitment to »innovation in craftsmanship«.
Creativity, dynamics, innovation. The solution was based on a creative and friendly graphical language which represents the values of the adidas brand (creativity, dynamism, innovation) and enjoys a high level of brand fit among the target group. In the implementation, the illustrations are digitally adapted and optimised for various types of use.