adidas brand iconography

The aim in developing a new illustration style for all adidas sub-brands worldwide was to both live up to the brand’s commitment and cater to the viewing habits of its younger target group. The basic idea is a radical departure from the previously used vector designs and their highly technical appearance found on all packaging, displays, illustrations and the signage system. The new illustration style is based on a creative and friendly graphical language that represents the adidas brand values (creativity, dynamism, innovation) and enjoys a high level of brand consistency among the target group. In the implementation, the illustrations are digitally adapted and optimised for various forms of presentation.