Identity

effective OCTOBER 2008

Sport Performance Quick Guidelines

REMINDER
Typeface choice. When choosing a typeface for
communications, select a font(s) which does not
resemble the letters of the adidas logo in any way.
This is imperative to ensure the uniqueness and
prominence of the adidas branding.
adidas in text. adidas is always spelled in all lower
case letters; in headlines, in text, at the beginning
of a sentence, always. This is as much of adidas
brand recognition as our Logos. Please make
every effort to make this happen. Exception: If a
headline style is all capital letters, adidas can be
all capitalized too.

CONSUMER COMMUNICATIONS
adidas SPORT PERFORMANCE
QUICK GUIDELINES

CONSTRUCTION

COLOUR AND BACKGROUNDS

SPQ_2

3-Bars
Mandatory
registration
mark

Wordmark
Specially drawn
letterforms

The Sport Performance Logo uses specially-drawn

letters which can never be replaced by a font.

The SP Logo may only be used black on a white

background or white on a black background.

The registration mark must appear with every

use of the SP Logo.

CLEAR SPACE
a

4a

a
a

4a

No text, graphic element, or edge should interfere

with the Sport Performance Logo.
The clear space must be maintained on all sides
of the SP Logo.

TRADEMARK AND COPYRIGHT

The minimum amount of clear space required around

the SP Logo is equal to 3x the height of the a in the
Wordmark. However, often more space is needed for
best branding and balance of design.

THE 3-STRIPES USAGE

Align center

Update
the year

Headquarters

2008 adidas AG. adidas, the 3-Bars and the 3-Stripes

mark are registered trademarks of the adidas Group.

Update
the year

Subsidary name

2008 adidas America, Inc. adidas, the 3-Bars and the

3-Stripes mark are registered trademarks of the adidas Group.

Width = H .7
Update the year in the copyright notice to the year in
which the communication is first used publicly.

OCTOBER 2008

The company name following the year in the copyright

notice is determined by the country which created the
communication.

The 3-Stripes leading to the Sport Performance Logo

are currently reserved for use as vertical banners only.
Artwork must be supplied by adidas. Clear space is
measured by the height of d in the Wordmark.

CONSUMER COMMUNICATIONS
adidas SPORT PERFORMANCE
QUICK GUIDELINES

SPORT PERFORMANCE LOGO VIOLATIONS

SPQ_3

CONSTRUCTION.
Do not use the 3-Bars alone.
Do not use the SP Logo without
the registration mark.

CLEAR SPACE.
Do not use the SP Logo with
less than the minimum clear
space.

SHAPES.
Do not place the SP Logo
inside a shape other than a
square or rectangle, and only if
necessary.

COLOUR.
Do not use the SP Logo in any
colour other than black or
white.

BACKGROUND.
Do not use the SP Logo on
a busy, cluttered or high
contrast background.

BACKGROUND.
Do not use a white SP Logo on
light backgrounds or a black
SP Logo on dark backgrounds.

APPLICATION PRINT.
Do not use the SP Logo as
a page design element for
communications.

APPLICATION PRINT.
Do not repeat the SP Logo on
a graphic, banner, flag, etc.

USAGE: PRINT
Do not use the SP Logo as a
repeated pattern. Only one
logo may be used.

USAGE: MANIPULATION
Do not change the SP Logo
in any way.

USAGE: LOCKUPS
Do not create logo lockups.

USAGE: WITH THE 3-STRIPES

Do not use the 3-Stripes
horizontally.

USAGE: GIVEAWAYS
Do not use the 3-Stripes
on any giveaways.

FOOTWEAR
APPAREL
ACCESSORIES

APPLICATION PRINT.
Do not use the SP Logo as a
bullet point art element.

Primary
Zone

No
Branding
Zone
Secondary
Zone
USAGE: RETAIL PARTNERS
Do not size the SP Logo
smaller than the retail
partner logo.
OCTOBER 2008

USAGE: RETAIL PARTNERS

Do not place the retail partner logo
in the adidas primary branding
zone. The secondary zone is for
partnership logos.