Examining the Influence of Redesign on Brand Image: A Comparative Analysis of Logo Designs Across Seven Major Sports Brands

Abstract

In the dynamic realm of sports branding, a brand's personality serves as a trusted companion, shaping perceptions and fostering connections with consumers. Rebranding emerges as a pivotal strategy for sports brands, offering avenues for evolution, revitalization, and repositioning within a landscape marked by shifting market dynamics and evolving consumer preferences. This study employs a meticulous comparative analysis method to delve into the nuanced impact of redesign on brand image, focusing specifically on the logos of seven iconic sports brands: Nike, Adidas, PUMA, Under Armour, Reebok, Mizuno, and Umbro. Through an in-depth examination of their developmental trajectories, design motifs, and implications for brand image, this research aims to illuminate the multifaceted repercussions of redesign efforts within the fiercely competitive domain of sports branding. By scrutinizing the characteristics of the redesigned logos and their strategic implications, this analysis provides actionable insights for practitioners seeking to navigate the complexities of brand identity in an interconnected global marketplace. Furthermore, it underscores the evolving nature of brand perception and the strategic imperatives driving rebranding initiatives in the sports industry. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.