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Identity effective OCTOBER 2008

Sport Performance Quick Guidelines

REMINDER Typeface choice. When choosing a typeface for communications, select a font(s) which does not resemble the letters of the adidas logo in any way. This is imperative to ensure the uniqueness and prominence of the adidas branding. adidas in text. adidas is always spelled in all lower case letters; in headlines, in text, at the beginning of a sentence, always. This is as much of adidas brand recognition as our Logos. Please make every effort to make this happen. Exception: If a headline style is all capital letters, adidas can be all capitalized too.

CONSUMER COMMUNICATIONS adidas SPORT PERFORMANCE QUICK GUIDELINES

CONSTRUCTION

COLOUR AND BACKGROUNDS

SPQ_2

3-Bars Mandatory registration mark

Wordmark Specially drawn letterforms

• The Sport Performance Logo uses specially-drawn letters which can never be replaced by a font.

• The SP Logo may only be used black on a white background or white on a black background.

• The registration mark must appear with every use of the SP Logo.

CLEAR SPACE a

4a

a a

4a

a

a

• No text, graphic element, or edge should interfere with the Sport Performance Logo. • The clear space must be maintained on all sides of the SP Logo.

TRADEMARK AND COPYRIGHT

• The minimum amount of clear space required around the SP Logo is equal to 3x the height of the “a” in the Wordmark. However, often more space is needed for best branding and balance of design.

THE 3-STRIPES USAGE Align center

Update the year

Headquarters

H

© 2008 adidas AG. adidas, the 3-Bars and the 3-Stripes mark are registered trademarks of the adidas Group.

Update the year

Subsidary name

© 2008 adidas America, Inc. adidas, the 3-Bars and the 3-Stripes mark are registered trademarks of the adidas Group.

Width = H × .7 • Update the year in the copyright notice to the year in which the communication is first used publicly.

OCTOBER 2008

• The company name following the year in the copyright notice is determined by the country which created the communication.

• The 3-Stripes leading to the Sport Performance Logo are currently reserved for use as vertical banners only. Artwork must be supplied by adidas. Clear space is measured by the height of ‘d’ in the Wordmark.

CONSUMER COMMUNICATIONS adidas SPORT PERFORMANCE QUICK GUIDELINES

SPORT PERFORMANCE LOGO VIOLATIONS

SPQ_3

CONSTRUCTION. Do not use the 3-Bars alone. Do not use the SP Logo without the registration mark.

CLEAR SPACE. Do not use the SP Logo with less than the minimum clear space.

SHAPES. Do not place the SP Logo inside a shape other than a square or rectangle, and only if necessary.

COLOUR. Do not use the SP Logo in any colour other than black or white.

BACKGROUND. Do not use the SP Logo on a busy, cluttered or high contrast background.

BACKGROUND. Do not use a white SP Logo on light backgrounds or a black SP Logo on dark backgrounds.

APPLICATION PRINT. Do not use the SP Logo as a page design element for communications.

APPLICATION PRINT. Do not repeat the SP Logo on a graphic, banner, flag, etc.

USAGE: PRINT Do not use the SP Logo as a repeated pattern. Only one logo may be used.

USAGE: MANIPULATION Do not change the SP Logo in any way.

USAGE: LOCKUPS Do not create logo lockups.

USAGE: WITH THE 3-STRIPES Do not use the 3-Stripes horizontally.

USAGE: GIVEAWAYS Do not use the 3-Stripes on any giveaways.

FOOTWEAR APPAREL ACCESSORIES

APPLICATION PRINT. Do not use the SP Logo as a bullet point art element.

Primary Zone

No Branding Zone Secondary Zone USAGE: RETAIL PARTNERS Do not size the SP Logo smaller than the retail partner logo. OCTOBER 2008

USAGE: RETAIL PARTNERS Do not place the retail partner logo in the adidas primary branding zone. The secondary zone is for partnership logos.