Presented the opportunity to unite Reebok under one banner, my challenge was to comb through Reebok’s vast archives to understand which of their many logos had the most equity and potential to unify the previously separated performance and lifestyle divisions, then modernize that asset to meet the needs of today’s communications and the latest methods-of-make. 

Resurrecting the Reebok Vector logo satisfies every goal we set out to achieve — it’s beloved, dynamic, and looks amazing on footwear and apparel. To bring the logo forward into 2020, I redrew the Vector and wordmark to improve their reproducibility on product and legibility at smaller sizes, by increasing spacing and refining curves all around. Working closely with their in-house team, I created new identity guidelines for communications and product, and helped the organization execute the new vision across new product, retail, digital and packaging.

Additional design by Reebok’s in-house team.