Adidas, the German sportswear manufacturer founded by Adolf “Adi” Dassler in 1949, maintains one of the most recognizable visual identities in sport, built around the three-stripe motif. Rather than a single logo, the brand operates several marks simultaneously, each tied to a different product line: the Trefoil for the Originals heritage collection, the three-bar “mountain” for Performance, and the Badge of Sport for Sportswear. All descend from the same three-stripe element that has defined the company since its founding. [1]
Design and History
The three-stripe mark was created by Adi Dassler and first used on footwear in 1949, the same year he registered the company. The stripes were first used on apparel in 1967. [2] The original logo featured a track and field spiked shoe with the three stripes, placed between the extended tails of the two “d”s in the adidas wordmark. [3] According to founder Adolf Dassler, there was no deeper symbolism behind the three stripes; it simply looked the best. [1]
In August 1971, the Trefoil was chosen from more than 100 ideas. Inspired by the three stripes, it is a geometric execution with a triple intersection, symbolizing the diversity of the adidas brand. [2] The Trefoil was first used on adidas products in 1972 and later became the company’s corporate symbol. [2] The three-leaf shape was meant to represent the main landmasses of the Americas, Europe and Africa, and Asia respectively, with the intersecting lines signifying diversity. [4] Today, the Trefoil represents the adidas Originals collection. [2]
In 1989, adidas employed Peter Moore to design a new logo to help launch the adidas Equipment line in 1991. [1] Moore, who had previously served as creative director at Nike and designed the Air Jordan Wings logo and Jumpman emblem, drafted adidas’ mountain-shaped three-stripe symbol. [5] The angled “Three-Bar” logo was initially used on the company’s Equipment range of sporting goods. [4] In 1997, adidas decided to introduce an integrated corporate design, choosing the 3-Bar logo as its core element. [2]
In 1996, adidas adapted the Three-Bar to feature the adidas wordmark, calling it the “Badge of Sport.” [1] Today, the standalone Three-Bar logo denotes the adidas Performance line, and the Badge of Sport represents adidas Sportswear. [1]
Meaning and Symbolism
The three stripes in the Performance logo form the shape of a mountain, which represents the challenges athletes face. [4] According to adidas’ official FAQ, the three stripes extending toward the right represent the challenge toward the future and the achievement of goals. [6]
The Trefoil logo was inspired by the laurel wreath crown awarded to winners in ancient sports, and its three overlapping leaves express the diversity of the adidas brand today. [7]
Typography and Design
The lowercase adidas wordmark has been a consistent element across the brand’s identity. The original 1949 logo featured the word “adidas” with extended tails on the “d” letters. [1] The standalone Three-Bar logo and the Badge of Sport are both rendered in black and white only, while the Trefoil is also found in white and blue. [1]
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