Rebranding is a common practice to mark a turning point for a company.
This post comes in light of the rebranding of Reebok. Reebok is positioning itself as a fitness lifestyle brand. The company has chosen the delta as its new symbol. For those of you not familiar with delta, delta has several meanings. The symbol for delta, as defined as the fourth letter in the Greek alphabet, is a triangle.
The new Reebok Delta symbol represents the positive and transformative change that fitness can have on a person’s life. Through the millennia the delta has been a symbol of change and transformation. The Reebok Delta has three distinct parts each representing the changes – physical, mental and social – that occur when people push themselves beyond their perceived limits and embrace an active and challenging life. Reebok.com
It looks eerily similar to the Delta Air Lines’ symbol – red, three dimensional, triangle…
Delta Air Lines, rebranded to the red three dimensional triangle after it came out of bankruptcy in 2007 (history of Delta Air Lines’ Logo).
ATLANTA, April 30, 2007 – Delta Air Lines today unveiled its updated corporate brand – a striking three-dimensional, red “Widget” icon flying across a blue background – that reflects the company’s successful transformation into a highly differentiated, customer-focused airline. Delta.com
It just seems ironic that two Deltas came to be brand logos at a time when the companies were picking themselves up from a financial low. Maybe Reebok wants to be the Delta of fitness? That could be my only assumption given the lack of logo originality and creativity. If Reebok is going to change its logo only twice in the brand’s 121 year history as Nike says, “Make it Count.”
Update (August 4, 2014):
Since writing this post… The rebranded Reebok has been focused on marketing a lifestyle to a clearly defined and targeted consumer.
Here are a few headlines in the news: