I was watching some college hoops on TV tonight when I noticed the Adidas Adizero logo in an ad for the first time. Any other design freaks notice this thing besides me? So check it, the whole premise behind Adizero is that whatever footwear incorporates said technology is supposed to be made cialis 20mg tablets so light that its wearer feels as if it weighs nothing. Hence the name Adizero.
Anyway, here’s where the fine folks at Adidas start to lose me. I get that the visual focus is placed on the ZERO in Adizero. buy cialis tabs But by making the ZERO bolder and therefore visually heavier, they are ruining the whole premise behind Adizero. The mark now feels as if it’s being bogged down by the very thing that is supposed to be freeing athletes of their burdens, weight.
What if Adidas reversed their treatment and made the ADI text bold and the ZERO portion light, or even thin? I think this change would dramatically increase the effectiveness of the mark. Decreasing the visual weight of the ZERO would still separate it from ADI and give us the feeling of lightness. Winner winner chicken dinner. Just to help prove my point, check out the Coke Zero mark. The brand masters at Coke went and faded the weight of the ZERO font from heavier to lighter, leaving us with a lightened “O” or zero at the end. Now that’s light and refreshing.
All of this hypothesizing is fine and dandy but I wanted to see how this thing would actually look so check out the Xklaim version of ADIZERO. I’m quite sure Adidas used a custom typeface in their mark so I used one of my old standbys in this mockup. Good ‘ol Avant Garde to the rescue! Better? I think so.