adidas — Translating an icon into architecture

The adidas logo above the entrance to the World of Sports on the adidas Campus in Herzogenaurach is probably one of the most prominent logos of the brand worldwide. Placed dominantly above the main entrance of the Arena, the building where the company’s leadership works and through which every visitor enters the headquarters, it is also probably the most seen.

In the run-up to the UEFA EURO 2024, for which adidas hosted the German men’s national team on its campus, the need arose to brand the campus more prominently. This is where we came in: in two days we walked and photographed the adidas Campus for a proper analysis.

The result of the process, in which we were responsible for concept, design and project management, are four large-scale logos placed in strategic locations: the above-mentioned logo above the main entrance of the Arena, one at the entrance to Spikes and two at the Arena Parking.

The task achieved: we translated the brand’s most iconic sign into architecture. That meant integrating an object of up to 6 × 4.5 metres, weighing a good ton, into a ‘void’ in the building’s iconic architecture, and finding similar placements for the other three, very different locations.

Signage Systems, Brand Design, Work

CREDITS

Production: Leuchtkraft

adidas headquarter Herzogenaurach
Spikes

adidas headquarter Herzogenaurach
Arena Parking