The Adidas logo is one of the most recognizable in sports and streetwear. Whether on running shoes, soccer kits or oversized hoodies, the three stripes have remained the same across decades of innovation and style changes. It’s not just a logo – it’s a global identity that has evolved while staying true to the brand.
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The Adidas Logo
Adidas was founded in 1949 when German shoemaker Adi Dassler set out to create high-performance footwear from his hometown in Herzogenaurach. The company’s early identity was based around one simple visual element: three parallel stripes sewn onto shoes to provide structure and stand out from the competition. That same idea eventually became the brand’s logo.
Over the years they introduced several versions of its logo to represent different aspects of the brand:
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1971 – Trefoil Logo: To symbolize the brand’s growing lifestyle range. The three leaves stood for the Americas, Europe & Africa and Asia.
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1997 – Performance Logo: Three slanted bars forming a mountain, representing overcoming obstacles and personal progress.
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Wordmark: A minimal, lowercase sans-serif used alone or with the stripes for clean branding.
Despite the differences, all logos tie back to the same idea – three stripes as a core symbol of motion, ambition and simplicity.
What Type of Logo Is It?
Adidas uses a combination mark logo system. That means the brand doesn’t have a single version – it has multiple graphic-symbol and wordmark combinations used across different product categories.
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The Trefoil is used for the Originals line – heritage-inspired fashion and lifestyle items.
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The Performance Logo is for high-performance sportswear and training gear.
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The Wordmark is used in many situations, often with either symbol or standalone when needed.
This allows them to be flexible while keeping all designs rooted in its three-stripe DNA.
Design Elements and Symbolism
Across its logo system Adidas maintains visual consistency with these elements:
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Three Stripes: The unifying element across all logo variations. They represent forward motion, strength and brand legacy.
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Trefoil Symbol: Represents diversity across global regions and is associated with culture, fashion and retro appeal today.
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Performance Logo: The bars form a mountain, representing challenge and personal growth – great for sports branding.
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Typography: The lowercase wordmark is clean and geometric. It’s modern but approachable and doesn’t distract from the symbol.
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Color: Usually black or white, but Adidas often uses special edition versions in gold, silver or brand collaborations.
Each one may look slightly different – but they’re all part of the same brand system.
How It Performs in Small Sizes
Yes – extremely well.
Whether it’s the three stripes, the Trefoil or the mountain-shaped Performance mark, each symbol is geometric and bold enough to hold up at very small sizes. You’ll find them on shoe tongues, apparel tags, phone app icons and social avatars – all without losing clarity.
This brand often drops the wordmark in tight spaces and relies solely on the symbol. And because of decades of brand consistency, those stripes are instantly understood even without text.
Brand Recognition & Global Reach
Adidas is one of the most recognized brands in the world. It’s in over 160 countries and its logos are seen in athletics, music, fashion and pop culture.
In a recognition test with 50 participants, 48 recognized their logo, particularly the three-stripe motif. It was equally recognized by both male and female respondents and across all age groups. The Trefoil also had surprisingly high recognition thanks to its presence in lifestyle wear and celebrity partnerships.
This logo doesn’t just represent performance – it’s tied to moments, movements and cultural shifts around the world.
How Adidas Compares to Competitors
Nike
Nike’s Swoosh is simpler and more abstract. It represents motion and speed while Adidas’s logos feel more structured and layered. Nike has one primary logo; Adidas has a system with flexibility.
Under Armour
Under Armour uses a monogram-style logo formed by combining “U” and “A”. It’s compact and aggressive. Adidas feels more refined and adaptable, appealing to both athletes and fashion-forward consumers.
Puma
Puma’s leaping cat is dynamic and expressive, perfect for agility. Adidas’s identity is more geometric and conceptual – focusing on symbolism and brand evolution rather than personality alone. Also, Puma is a brand by Adi’s brother Rudolf.
Should They Change the Logo?
No. In fact, this logo is the perfect example of a brand that can evolve a logo without losing recognition. By having multiple logos for different divisions – but keeping the core visual DNA intact – they’ve created a design system that works across performance, lifestyle and legacy.
No need to simplify or redesign what already works. The three stripes are timeless.
Conclusion
The Adidas logo system shows that great branding isn’t always about one fixed image – it’s about consistency, flexibility and meaning. Whether it’s the Trefoil on retro track tops or the Performance bars on running shoes, each one tells a different part of the same brand story.
If your brand needs a logo that can evolve without losing its core, this famous logo is the blueprint.
