Reebok has introduced a new brand mark, the Delta symbol, to emphasize the three key elements of a transformative athletic experience—physical, mental and social change—that happen when people go beyond the limits of physical possibilities. With the introduction of the new logo, the brand wants to focus on fitness rather than on the professional sports performance, which signals of the label’s intension to appeal to amateur athletes more.
“The new brand mark signals a clear purpose for our brand and it will be a badge for those who pursue a fuller life through fitness. We believe the benefits of an active life go beyond the benefits and impacts your whole self and your relationships with others,” commented Matt O’Toole, Reebok Chief Marketing Officer in a press release. “It is our symbol of change—an invitation to take part, and to unlock your true potential. It’s not a logo, it’s a symbol…a way of life.”
The new logo is a remained version of the previous vector mark, the black sybmol featuring two parallel lines crossed by the third one, that was used by Reebok from 1986 until these days. The red Delta also features three elements of the same size and form, which are now interconnected to demonstrate the bonds between the three major effects of a successful performance. The sportswear giant says that the new mark is not actually a brand logo—it’s “a symbol and the way of life.”
Previously, Delta has been featured on just of the company’s Crossfit gear. Starting this month, it will appear broadly on Reebok footwear and apparel across all the fitness categories supported by the brand such as training, running, outdoor, yoga, dance and aerobics.
“For 30 years we’ve been successfully making products for elite athletes in every imaginable sport, but what we haven’t been able to do is inspire enough people to move,” shared O’Toole in the logo introduction’s video on YouTube. “It’s an invitation for all of us to take part and fight against complacency for everyday people not just super stars and elite athletes.”