Adidas Design & Branding THE UNITY LOGO by 180 Kingsday

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Netherlands
Agency 180 Kingsday
Designer Julian Wade, Kay Schalker
Released October 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Product/Service: ADIDAS
Agency: 180 AMSTERDAM (180\TBWA)
Date of First Appearance: Oct 1 2009 12:00AM
Head of Design: Julian Wade (180 Amsterdam)
Designer: Julian Wade (180 Amsterdam)
Vice President of Corporate Design and Events: Kadie Casey (adidas AG)
Designer: Kay Schalker (180 Amsterdam)
Writer: Julian Wade (180 Amsterdam)
Design and Retail Manager: Piers Bebbington (180 Amsterdam)
Print Producer: Marlon Lee (180 Amsterdam)
Print Producer: David Corfield (180 Amsterdam)
Studio Artist: Steve Voyce (180 Amsterdam)
Media placement: TVC "Every Team Needs The Spark" - Cinema And TV In Europe - 27-05-2009
Media placement: The Official World Cup 2010 Match Ball - Media Worldwide - 12-05-09
Media placement: Adidas Official Football Kits - Every National Kits For Football Players Worldwide - From May 2009
Media placement: Adidas F50 Football Boots - All New Adidas Football Boots On The Markets Worldwide - From May 2009
Media placement: Adidas World Cup 2010 Campaign - Across All Channels And Media Used In The Official WC2010 Campaign Worlwide - From May 2009

Describe the challenges and key objectives
Football has always meant a team to adidas. Quite simply, it's the soul of how adidas thinks and believes football is and should be about. This is the message we were asked to share with the globe from June 2009 through to July 2010: that when eleven come together as one, magic happens and the world becomes inspired.

Describe the brief from the client
On June 11th, 2010 a ball will be placed on the centre circle of the pitch in City Stadium, Johannesburg, and for the first time ever on African soil a FIFA World Cup will kick off. Our challenge was clear: create a unique and powerful design language for adidas football in the build up to this historic event across all disciplines. One that fulfils diverse needs yet is focused in its message. At the heart of this language is the Unity Logo.

Describe how you arrived at the final design
Every team needs diversity in unity, eleven individuals playing as one. Similarly, South Africa, the host nation of the 2010 FIFA World Cup is built on the same values. Eleven official languages - one nation. So we took inspiration from the spirit of South Africa - the rainbow nation and football itself, 11 players and 11 languages. Each represented by a colored thread. The rounded forms echoing the central panel of the Official match ball of the tournament. Its lines dashed to reference traditional fabric weaving.

Give some indication of how successful the outcome was in the market
An approach so meaningful, powerful, and relevant that it now affects the very mark that is used to identify the adidas brand, a first in the history of the brand. An idea becoming the mark that will unify all points on the journey that consumers will take towards South Africa, all touched by adidas football along the way.