The document provides details about Adidas' logo history and various logos over time. It discusses the introduction of the iconic three stripe logo in 1967 and the trefoil logo in 1971. It then summarizes the reintroduction of the three stripe logo in 1997 after being redesigned, and the new corporate logo after Adidas merged with Salomon in 1998. The document concludes with the introduction of Adidas' "Word Mark" logo in 2005, describing it as clear, simple and confident.

1. ADIDAS
Presented By:
Atul Wadehra
Kanika Verma
Karan Bhalla
Shashank Sharma
Shryesi Singhal
Urshpreet Singh Bajaj

2. LOGO HISTORY

1967 – Adi Dassler used the 3 striped Adidas logo on Adidas sports shoes

1971 – This year marked the birth of Adidas Trefoil Logo. The Trefoil Adidas logo
showed the diversity in Adidas brand. It was first used in 1972, and later became a
corporate symbol

1997 – The three striped Adidas Logo was re-introduced after being reengineered by
Peter Moore, who was the creative director of Adidas at that time

1998 – Adidas merged with Salomon and introduced a new corporate logo that
represented brand values of both the groups. It maintained the blue color of Adidas and
inherited Red color from Salomon. The logo incorporated 3 shapes to look like a
diamond. The two arcs that extended upwards represented the arms of the
winner, raised after victory

2005 – The new Adidas “Word Mark” logo has been introduced. The new Logo is
clear, simple, and confident.

3. LOGOS
 Logo




#1: The Three Stripes
This logo does not have a specific look.
Company simply placed three black stripes on
everything that they manufactured.
Owner of the company at the time liked to call his
business “The three stripe company”.
Even as new logos have replaced the old ones, company
remains loyal to the three stripe look.

4.  Logo




#2: The Trefoil
Trefoil was the second Adidas logo.
on some products , particularly on line of classic
productsTheme of three stripes is still evident in the
look, both in the leave that shoot out from the logo, and
the three stripes that cross it diagonally.
Chosen because the company wanted to portray a brand
which was lot larger and more diverse while still keeping
the classic Adidas look.
Still used.

5.  Logo




#3: The Three Bars
Latest logo, represents some of the finest equipments that Adidas
sells.
Logo is supposed to have a lot of meaning, company wanted to keep
the three stripes, but also add something to give the logo some
power.
It resembles a mountain, like it is challenging the people who buy
Adidas products to push themselves to their limits.
Appears on many pieces of sports equipment and the new logo is
still instantly and obviously “Adidas” to anyone who sees it.

6. DESIGN ELEMENTS OF THE ADIDAS LOGO



The Adidas logo is designed to influence the masses with its simplicity
and elegance.
Shape of the Adidas Logo:
The three parallel stripes of the Adidas logo embody the exceptional
performance of the athletes and the undying efforts they make to achieve
their set goals. It also signifies the well being and goodwill of the Adidas
Company
Color of the Adidas Logo:
The purpose behind the color of the logo being black is not a mere
coincidence; its motive is to motivate the youth to engage themselves in
athletics and to encourage the ones who are striving to be athletes.
Font of the Adidas Logo:
The font of the Adidas logo is simple yet effective. Despite its simplicity, it
does not fail to impress.
Adidas is still engaged in motivating and energizing the youth of every
nation and stands proudly as one of the best companies of the world.

7. ADIDAS PRODUCT SURVEY
The broad objective of the survey is to identify the image of Adidas among people and how much they know
about the various items of this brand.
GENDER:
a) Male
AGE:
a) 15-25
OCCUPATION : a) Employed
b)Female
b) 26-35
c) 36-45
b) Self-employed
c) Student d) Housewife
INCOME(P.M) : a) Below 25000 b)26000-35000
b) No
2. Which one are you most likely to buy?
a) Shoes
b) Accessories
c) Apparel
e) 55+
e) Retired
c)36000-45000 d)45000-55000 e)above 55000
1.Have you ever bought Adidas products before?
a) Yes
d) 46-55
d) Others
3.How satisfied are you with Adidas products?
a) Not satisfied
b) Somewhat satisfied
c) Satisfied
d) Highly satisfied

8. 4. Tick the following attributes of Adidas according to preference .
Particulars
Least Preferred
Preferred
Most Preferred
Neutral
Quality
Price
Brand
Colour
Durability
Style
5. How important are the following concerns in selecting a particular product?
Particulars
Brand image
Product
Quality
Product
Price
Functions
Strongly
Disagree
Disagree
Neutral
Agree
Strongly
agree

9. 6.Do you think Adidas endorsements and sponsorships have influenced your purchase
behaviour of Adidas products?
a) Definitely
b) Probably
c) Not sure
d) Probably not
e) Definitely not
7. Are you aware about the 'logo' of Adidas?
a) Yes
b) No
8. Which colour do you most associate with the brand ‘Adidas’?
a) Black
b) White
c) Blue
d) Other ……………………………….
9. How do you know about Adidas?
a) Television
b) Newspaper
c) Magazines
d) Hoardings
10.Do you think the tagline; "IMPOSSIBLE IS NOTHING" is representative of Adidas?
a) Yes
b) No

10. 11. Which word comes in your mind, when you think of Adidas?
a) Style
c) Variety
b) Comfort
d) Sporty
e) Other (specify…………………………………………)
12. Would you like to see a change in the 'logo '& 'tagline 'of Adidas?
a) Yes
b) No
13. Do you have any recommendations for Brand Adidas?
Ans: ………………………………………………………….

11. ANALYSIS OF SEGMENT 15-25
AGE GROUP

12. Q1
Yes (93%)
No (7%)
Q2
Shoes (52%)
Accessories
(15%)
Apparel (23%)
Others (10%)
Q3.
Not satisfied
(3%)
Somewhat
satisfied (39%)
Satisfied (45%)
Highly satisfied
(13%)
Q4.
Quality (50%)
Most preferred
Price (42%)
Preferred
Brand (50%)
Most preferred
Colour (53%)
Preferred
Durability
(53%)
Most preferred
Q5.
Brand image
(45%)
Agree
Product quality
(39%)
Agree &
strongly agree
Product looks
(47%)
Agree
Price (34%)
Neutral
Functions
(42%)
Neutral & agree
Style (37%)
Most preferred

13. Q6
Definitely (13%)
Probably (50%)
Not sure(21%)
Probably not
(13%)
Yes (95%)
No (5%)
Q8
Black (50%)
White (47%)
Blue (3%)
Other (0%)
Q9
Television (60%)
Newspaper (8%)
Magazines (7%)
Hoardings (25%)
Q10
Yes (70%)
No (30%)
Q11
Style (12%)
Comfort (32%)
Variety (3%)
Sporty(53%)
Q12
Yes (50%)
No (50%)
Q7
Definitely not
(3%)

14. CONCLUSION









The common threads are:
93% have bought Adidas products before & more than 50% would like
to buy Shoes.
45% are satisfied by Adidas products.
Durability ,Quality, Brand are more preferred compared to Style, Color
& Price.
Product looks ,Brand Image & Functions are more important than
Price.
63% are influenced by advertisements & television and hoardings
account for 85% of the Ad’s.
Black & white are the most Popular colors & 95% are aware of the
logo of Adidas.
70% think tagline is representative while Sporty & comfort are the
words most associated with the brand.
50% would like to see a change in logo & tagline while 50% would
not.

15. OF SEGMENT
26-35 AGE GROUP
ANALYSIS

16. Q1
Yes (77%)
No (23%)
Q2
Shoes (50%)
Accessories
(12.5%)
Apparel (15%)
Others (0%)
Q3
Not satisfied
(5%)
Somewhat
satisfied
(37.5%)
Satisfied
(22.5%)
Highly satisfied
(15%)
Q4
Quality (61%)
Most preferred
Price (36%)
Preferred
Brand (48%)
Preferred
Colour (52%)
Preferred
Durability
(55%)
Most preferred
Q5
Brand image
(58%)
Agree
Product quality
(49%)
Strongly agree
Product looks
(52%)
Agree
Price (55%)
Agree
Functions
(49%)
Agree
Style (52%)
Preferred

17. Q6
Definitely
(36%)
Probably
(42%)
Not Sure
(6%)
Probably Not
(16%)
Q7
Yes(69%)
No(31%)
Q8
Black(50%)
White(40%)
Blue(5%)
Others(5%)
Q9
Television
(62.5%)
Newspapers
(12.5%)
Magazines
(15%)
Hoardings
(10%)
Q10
Yes(67.5%)
No(32.5%)
Q11
Style(25%)
Comfort
(32.5%)
Variety(2.5%)
Sporty(40%)
Q12
Yes(65%)
No(35%)
Definitely
Not(0%)

18. CONCLUSION









The common threads are:
77% have bought Adidas products before & 50% would like to buy
Shoes.
75% are satisfied or more than satisfied by Adidas products.
Quality, Durability are more preferred compared to Style, Color, Brand
& Price.
Product Quality is more important than Brand, Product looks & Price.
60% are influenced by advertisements & television is the main source
of Ad’s.
Black & white are the most Popular colors & 50% are aware of the
logo of Adidas.
67.5% think tagline is representative while Sporty is word mainly
associated with this brand followed by Comfort & Style.
65% would like to see a change in logo & tagline while 35% would
not.

19. ANALYSIS OF SEGMENT 35-45
AGE GROUP

20. Q1
Yes (77%)
No (23%)
Q2
Shoes (60%)
Accessories
(2.5%)
Apparel
(17.5%)
Others (10%)
Q3
Not satisfied
(12.5%)
Somewhat
satisfied (25%)
Satisfied (30%)
Highly satisfied
(22.5%)
Q4
Quality (58%)
Most preferred
Price (33%)
Most Preferred
Brand (47%)
Most preferred
Colour (44%)
Preferred
Durability
(56%)
Most preferred
Q5
Brand image
(58%)
Agree
Product quality
(47%)
Agree
Product looks
(61%)
Agree
Price (39%)
Neutral &
Agree
Functions
(49%)
Agree
Style (55%)
Most preferred

21. Q6
Definitely
(32.5%)
Probably
(27.5%)
Not Sure
(17.5%)
Probably Not
(7.5)
Q7
Yes
(60%)
No
(30%)
Q8
Black
(35%)
White
(40%)
Blue
(15%)
Others
(10%)
Q9
Television
(47.5%)
Newspapers
(37.5%)
Magazines
(5%)
Q10
Yes
(45%)
No
(55%)
Q11
Style(25%)
Comfort(35%)
Q12
Yes(57.5%)
No(42.5%)
Variety(2.5%)
Hoardings
(10%)
Sporty((35%)
Definitely
Not(5%)

22. CONCLUSION









The common threads are:
77% have bought Adidas products before & 60% would like to buy
Shoes.
77.5% are satisfied or more than satisfied by Adidas products.
Durability ,Quality & Style are more preferred compared to Color &
Price.
Product looks ,Functions & Image are more important than Price.
60% are influenced by advertisements & television and Newspaper
account for 85% of the Ad’s.
White is the most Popular color & 60% are aware of the logo of
Adidas.
45% think tagline is representative while Sporty & comfort are the
words most associated followed by Style.
57.5% would like to see a change in logo & tagline while 42.5% would
not.

23. ANALYSIS OF SEGMENT 45-55
AGE GROUP

24. Q1
Yes (90%)
No (10%)
Q2
Shoes (53%)
Accessories
(17%)
Apparel (30%)
Others (10%)
Q3.
Not satisfied
(8%)
Somewhat
satisfied (28%)
Satisfied (20%)
Highly satisfied
(44%)
Q4.
Quality (53%)
Most preferred
Price (42%)
Neutral
Brand (37%)
Most preferred
Colour (31%)
Preferred
Durability
(65%)
Most preferred
Q5.
Brand image
(58%)
Agree
Product quality
(47%)
Agree
Product looks
(56%)
Agree
Price (42%)
Neutral &
Agree
Functions
(53%)
Agree
Style (45%)
Most preferred

25. Not sure(11%)
Probably not
(6%)
White (40%)
Blue (12%)
Other (3%)
Television (35%)
Newspaper (30%)
Magazines (10%)
Hoardings (25%)
Q10
Yes (67%)
No (33%)
Q11
Style (15%)
Comfort (38%)
Variety (10%)
Sport (37%)
Q12
Yes (65%)
No (35%)
Q6.
Definitely (36%)
Probably (47%)
Q7
Yes (81%)
No (19%)
Q8
Black (45%)
Q9
Definitely not
(0%)

26. CONCLUSION









The common threads are:
90% have bought Adidas products before & more than 53% would
like to buy Shoes & 30% Apparels.
44% are Highly Satisfied & 48% are Satisfied.
Durability ,Quality are more preferred compared to Brand and Color.
Product looks , Quality & Functions are more important than Price.
83% are influenced by advertisements & television, newspapers and
hoardings account for 90% of the Ad’s.
Black is more popular than White & Blue & 81% are aware of the
logo of Adidas.
67% think tagline is representative while Sporty & comfort are the
words most associated with the brand.
65% would like to see a change in logo & tagline while 35% would
not.

27. ANALYSIS OF SEGMENT 55+
AGE GROUP

28. Q1
Yes (60%)
No (40%)
Q2
Shoes (70%)
Accessories
(17%)
Apparel (13%)
Others (0%)
Q3.
Not satisfied
(17%)
Somewhat
satisfied (3%)
Satisfied (40%)
Highly satisfied
(40%)
Q4.
Quality (43%)
Most preferred
Price (37%)
Neutral
Brand (37%)
Most preferred
Colour (33%)
Preferred
Durability
(52%)
Most preferred
Q5.
Brand image
(45%)
Agree
Product quality
(52%)
Strongly agree
Product looks
(52%)
Neutral
Price (35%)
Neutral &
Agree
Functions
(42%)
Agree
Style (37%)
Most preferred

29. Not sure(17%)
Probably not
(13%)
White (40%)
Blue (12%)
Other (13%)
Television (60%)
Newspaper (30%)
Magazines (7%)
Hoardings (3%)
Q10
Yes (62%)
No (38%)
Q11
Style (12%)
Comfort (65%)
Variety (0%)
Sport (23%)
Q12
Yes (48%)
No (52%)
Q6.
Definitely (17%)
Probably (50%)
Q7
Yes (67%)
No (33%)
Q8
Black (35%)
Q9
Definitely not
(3%)
Other

30. CONCLUSION









The common threads are:
60% have bought Adidas products before while 40% have not &
70% would like to buy Shoes.
80% are satisfied or Highly Satisfied.
Durability ,Quality are more Preferred ,followed by Brand & Style.
Product Quality is most agreed upon ,followed by Functions &
Looks.
67% are influenced by advertisements & television and newspapers
account for 90% of the Ad’s.
White is the most Popular Color & 67% are aware of the logo of
Adidas.
62% think tagline is representative while comfort is the word most
associated with the brand.
48% would like to see a change in logo & tagline while 52% would
not.

32. LOGO & TAG LINE ELEMENTS :







Font is Clear and Bold & is inclined towards the right which
represents Speed.
Tag Line : “Rage. Respect. Rule.” depicts the Intensity & Dedication
towards the Goal & one should give Respect to earn Respect &
Ultimate Aim is to Rule the World.
Colors in the Logo:
Black: Most associated color with Adidas Brand & motivates
Athleticism.
Orange : It represents the Fire & Rage within while sticking to the
three stripe rule.
Green : It depicts the Eco-friendly nature of the product.
The STAR motivates the people to strive hard & become a star & rule
the world.

33. THANK YOU