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How Nike & Reebok Branded Their Websites In Accordance With Their Logo Designs

This article is more than 5 years old.

A great logo design encapsulates an entire brand identity in one emblem. It combines design elements, complementary colors, and bold typography to communicate core values to consumers visually.

However, despite the significance of a logo, a brand is more than its signature symbol. Although proper logo design and branding may be the tip of the iceberg, a brand must also be showcased throughout many mediums for it to become recognizable to consumers and inspire repeat customers.

In fact, 90 percent of consumers expect a brand to be consistent across all channels, which is why it is so important for brands to assess all of the subliminal messaging a logo communicates and seamless translate those to a website design.

Need some see it in action? Look no further than health and wellness powerhouse companies Nike and Reebok. These two athletic brands successfully branded their website cohesively in strong accordance with the parameters their logos determined.

Just take a look at their two logos.

Nike’s iconic swoosh is bold yet simple. It is a responsive symbol that adapts to any medium yet remains strong and steadfast in its subtle reference to the wings of the legendary goddess Nike, who keeps consumers “fast and fluid” throughout their challenges and adventures. It also maintains a stark black and white contrast that keeps the logo timeless, allowing the brand to smartly adapt to modern trends and audiences without deviating from the core branding.

Reebok’s logo is also simple. However, they make their presence more overtly know through bold sans-serif typography and a geometric symbol. The icon appears in an eye-catching red hue, which signifies power. This triangular-shaped CrossFit Delta represents three core values that are imperative to Reebok’s brand and subsequent way of life: The physical, mental and social challenges people may face, but united in one symbol.

Now that you have a quick overview of the overarching themes, design elements and symbolism within each logo, we’ll explore how the brands used that information to create matching website designs – and how you can do that same with your online destination.

  1. Correct Color Schemes

With just one quick scan, it’s easy to see that Nike’s overall website is rooted in the same black-and-white simplicity as their logo design. Copious white space creates a stark background, while thin black text populates the navigational menus across the top of the page. Even the marketing copy and calls to action that sit atop the auto-playing video stick to the black and white theme.

From a design standpoint, this is wise – users can focus on those high-res videos and stunning product photography without getting confused or distracted. And from a branding standpoint, the lack of color and noticeable logo in the upper left corner brand the site distinctly Nike.

Reebok’s site is almost the inverse of Nike – bold, more noticeable text sits atop a slider of photos. The text is larger – which matches the every so slightly more in your face logo that states the brand’s name. It’s all a little grittier, a little darker – notably with the unexpected black negative space.

Although Reebok also places an emphasis on products, tiny red accents are speckled throughout the website. This draws visitors’ attention to specific details while also creating a subtle homage to the red symbol within the logo design.

  1. Cohesive Layouts

Nike’s minimal design directly influenced its minimal layout. Each product, name and description are aligned systematically, with most default colors straying towards white, grays and other neutrals. Everything is highly-organized and has its place within the clean interface.

A simple grid-based layout also permeates Reebok’s website, which makes sense considering the logo itself is not particularly complicated. However, as we’ve noticed, it is more dynamic than Nike’s – and Reebok’s web layout proves that. For example, they include a bolder color filter on the left side of the web page, various shoe hues, and utilize a slightly more uneven grid system with color calls to action that command attention, just like Reebok’s logo.

  1. Strong Copywriting

A brand identity is communicated through visuals and copy equally – and thus, Nike and Reebok tapped their writers to compose copy that perfectly encapsulates their respective brands.

Nike molds their malleable brand identity to of-the-moment trends and seasonal topics in their product banners. This content matches the imagery, but – as expected – still maintains an element of bold minimalism. Their lower banner subtly nods to their desire to lift Nike’s desire to lift their consumers upon the wings of Nike with the encouraging “airy” copy that’s as productive as it is witty.

Reebok keeps their copywriting short, sweet and impactful – just like the copy in their logo, Reebok. As we can see in their Glow collaboration banner, Reebok takes a cue from its own logo and focuses on logos and brand names in its copy, whether its their own, Netflix, or the show Glow, whose logo is featured prominently in the bottom right corner as a bold pop of color – a clear signature of Reebok’s.

Conclusion

Creating a brand identity is a collaborative effort between marketers and designers. When companies collaborate to determine the perfect visuals, hues, and actions that encompass a brand’s core values, they’ll be able to create a recognizable identity that cultivates conversions online.

To replicate the success Nike and Reebok have found with translating their logo design to the web, follow these quick tips:

  • Determine your brand’s mission and ideal consumer actions.
  • Understand the inspiration behind a logo design.
  • Focus on the primary colors of the logo to create an iconic scheme.
  • Match your website layout to the style of your logo.
  • Create copy that reads in the right tone.

Need a little help creating your own brand identity? DesignRush has a robust list of great logo design and branding agencies who can create a strong visual identity that captivates your target audience.