The original Reebok logo depicts the Union Jack, portraying the company’s humble beginnings in Bolton, England in 1895. In 1986, Reebok unveiled a second emblem, often termed as “the vector”. The emblem was introduced to symbolize a new era of “performance” product. Its design was inspired by the cues on the product, often called the “side stripe – cross check”.
In 1996, the Reebok logo underwent only a few minor changes. Reebok took a big step in 1998 and took away their logotype, while using only the “cross check” which appeared on their products very aesthetic. In 2000, the company once again took out the logo and used only logotype, which was further modified and made more modern in 2002.
In 2004, the logotype, too, was discarded, and the cross check was reissued. To attain a bigger link to the youth market, the company brought in a new tier of product called “Rbk” in 2001. The wide success of this rebranding made Reebok to look at its overall branding scheme and learn that the future of the brand would be more effectively depicted by this new logo. The “Rbk” logo was created by the Arnell Group.
Celebrating the 50th anniversary of the brand name in 2008, Reebok brought back its brand identity from Rbk to Reebok. While Rbk worked for their brand identity, the culture and the business, Reebok is timeless and manifests the company’s high values. The current Reebok logo design features a new font that is modern yet simple, complementing the brand identity and reflecting the brand values.