Can Reebok’s new image set it apart?

Reebok is sporting a new look, announcing that it has a new logo.The change is its second big revamp in its 121 year history. Announced earlier this week, the brand will be using the Reebok Delta symbol across all its products.The new logo will first appear this month on footwear and apparel across all fitness disciplines supported by Reebok including training, running, outdoor, yoga, dance and aerobics. Previously only the Reebok’s fitness range CrossFit flaunted the logo.The Reebok Delta has three distinct parts (pictured below) each representing the changes - physical, mental and social. "The new brand mark signals a clear purpose for our brand and it will be a badge for those who pursue a fuller life through fitness," Matt O'Toole, Reebok's chief marketing officer said.However, branding professionals such as Katie Ewer, strategy director at global branding and packaging design agency, JKR (Singapore) tell Marketing the new triangle motif is nothing memorable.“As many have pointed out, it is the same device that's used by brands like Delta airlines or Google Drive,” Ewer said. However, Ewer added that at least the current logo looks more distinctive, as compared to its previous one.Dominic Twyford, client director at Landor Malaysia also raised a similar point.It is widely known that Adidas is firmly entrenched with professional sports men and women. In Asia, a long time brand ambassador for Adidas is cricket star Sachin Tendulkar and the young cricketer Rohit Sharma also recently signed up with the brand.And while Reebok is also known for its ties with Indian cricket, the brand’s image was tarnished in 2012 when it was mired in a huge financial fraud in India, pointed out Twyford.“This move gives Reebok the opportunity to cleanse itself in a key market. It also allows two well known brands to exist in unison, without cannibalising each other. Now Adidas is free to take the fight to Nike and Reebok can forge a new path,” said Twyford.Elsewhere in Europe and US as well, while Adidas has a host of elite athletes endorsing its products, the hard truth is, Reebok is far less influential at the elite level.With the new logo communications is vital and it is what will go around creating the identity of the brand, Twyford added.“This will be crucial as Reebok is making a shift and this new emphasis needs to tap in to the emotional requirements of the day-to-day fitness fan.”The changes come following the brand’s its split with DDB and appointing Venables Bell & Partners as its global creative agency.