Perhaps my favourite brand in the world is the one with the three stripes: Adidas.
As a graphic designer what I appreciate most about the brand is how flexible it is. The rule book says brands have to be carefully managed and that a consistent reinforcement of it’s graphic elements and standards must be adhered to in order to properly communicate and promote its qualities. And that’s true…to a certain degree.
But when you consider Adidas, is there consistency? Is there a standard?
The achievement of the Adidas brand is how it has created it’s own distinct niches. We got Dads wearing $50 sneakers from Costco and urban hipsters wearing $400 Stars Wars jackets. That’s quite an achievement when you think about it. I imagine Levi’s jeans would love to appeal to as broad a demographic as that.