We believe that a successful rebrand is more than just a visual update; it's about capturing the essence of a brand and aligning it with contemporary culture. Our recent Reebok rebrand concept exemplifies this philosophy, seamlessly blending Reebok's rich heritage with the dynamic energy of today's running community.
ON THIS ARTICLE
Embracing the Running Culture
Recognising the surge in global running culture and the popularity of running clubs, we aimed to position Reebok at the forefront of this movement. Our rebrand strategy focuses on running shoes, highlighting Reebok's commitment to runners of all levels.
Dynamic Typography Reflecting Movement
We developed a energy of modern running culture. With the global rise of running clubs and an increased focus on performance footwear, we set out to create a bold, forward-thinking identity that reflects movement, speed, and heritage.
Designing for Motion: The Custom Typeface
One of the most striking elements of the rebrand is the custom Reebok typeface, meticulously designed to evoke momentum and progression. The letters are subtly italicised, naturally tilting forward to symbolise speed and movement. To reinforce this dynamic energy, we integrated diagonal lines within the typography, a subtle but intentional nod to both the motion of a runner and Reebok’s classic logo heritage.
A Logo Rooted in Legacy and Innovation
Our Reebok logo redesign is a fusion of past and present. We took inspiration from the triangular forms found in Reebok’s historic logo and shoe sole patterns, modernising them into a bold, geometric mark that reflects strength and agility. The incorporation of circles and curves was equally intentional — these elements reference both past Reebok logos and the organic shapes found in the brand’s footwear design. The result? A cohesive identity that stays true to Reebok’s roots while embracing the future of performance wear.
Bringing the Rebrand to Life
Beyond the logo and typography, every element of this rebrand is designed to resonate with runners and athletes worldwide. The brand now speaks directly to the next generation of runners, embracing the culture of movement with an identity that feels fast, strong, and timeless.
At Ono Creative, we craft brands that don’t just look good — they tell a story. Our Reebok rebrand concept is a testament to the power of intentional design, heritage, and innovation coming together to create something truly meaningful.
Explore the full concept here → Ono Creative x Reebok Rebrand