Adidas — the trefoil logo is still used on the heritage product division
- strong & bold
- balanced design
- negative space
Asics
- typographic symbol
- curved type/logotype
Champion — originally designed in the early 70s by John Calleri
- flowing type
- hand drawn
- logotype
Diadora
- all caps-implys strength
- close kerning-creates tension
Ellesse
- the iconography intergrates with the logotype
- bold type creates a central point
Fila
- thick typography
- logotype
Head
- logotype and typography combination-works seperatly
- curved edges
K-Swiss
Lacoste
- symbol
- black and white variations but also colour
Lotto Sport Italia
- combined within a shape
- black/grey variations
Mitre
- part of the type has been transformed into an illustration
- curved type has been used in order to embed speed within the design
Mizuno
- difficult to read
- sharp edges
New Balance
- speed is implied by italics and N pattern
- logo accompanied by type
Nike — 1971 by Carolyn Davidson, modified in 1978 and 1985 by Nike
Prince
- tight kerning creates tension
- bold promotes strength
- italic promotes speed
Puma
- jumping puma shows athletes
- strong sturdy type
Rbk — designed in 2001 by Arnell Group
- difficult to read
- cross over symbol
Umbro — view the Umbro logo evolution
- strength
- usually resembled as seen above not separately
Wilson
- joined type promotes precision
- bold typography stands out
Themes found within sports logos:
- bold may express strength
- often a symbol is combined with type, these can be used together or singularly.
- italics may be used to suggest speed
- logos can often be stripped back to b&w
- all caps implies strength
- tight kerning can create tension
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