Reebok drops the delta from its logo
Reebok International Ltd. is streamlining its logo across all products starting next year, and the Boston-based athletic gear and footwear maker has kicked off the process by installing its new logo outside its headquarters.
Rather than a red Delta symbol, Reebok will now brand all products with a Vector symbol and “drop-R” that previously has been reserved for Reebok’s Classics and lifestyle-focused products. The new logo has been installed outside the company’s 220,000-square-foot headquarters at Boston’s Innovation and Design Building.
“At Reebok, our mission is to be the best fitness brand in the world. We live at the intersection of fitness and fashion, and our product is a reflection of that connection,” said Reebok President Matt O’Toole in a statement. “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.”
Reebok’s Vector logo was first introduced in 1992, with the red Delta logo following in 2011.
The Delta will still appear on CrossFit and UFC-branded Reebok apparel, the company said.
“Under a unified banner, all of our products and experiences will tell a single story that is clear and consistent,” said Karen Reuther, Reebok’s vice president of Creative Direction, in a statement. “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”
Reebok last year moved its headquarters to 25 Drydock Ave. in Boston’s Seaport District from a sprawling campus in suburban Canton.
Source:https://www.bizjournals.com/boston/news/2019/11/07/reebok-drops-the-delta-from-its-logo.html