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Will you spot the adidas emblem (without the wordmark) during the World Cup fixtures? After a similar evolution at Shell and Mastercard, adidas is also evolving to a simple emblem &#8211; because everyone recognises those stripes, right?
What if your Marketing team is too close to it? Then it&#8217;s best to go back to the essentials.

<h2>
 The 4 components of any Logo</h2>
Each logo consists of 4 components, a name, a typography, a color and a graphic element (emblem). Whenever possible show your full logo &#8211; and not just your emblem.
What Adidas is doing now during the World Cup with the launch of their &#8220;Performance&#8221; emblem, we call the Shell syndrome. This is where, as a Brand, you overestimate the value of your brand assets and fail to maximize or lose crucial touchpoints.
Just think about the consumer who doesn&#8217;t know your Brand (yet), or the new generation that has heard the word Adidas but won&#8217;t necessarily link it to 3 stripes yet.
Feel free to take the test and ask the kids tonight which brand this is, &#8220;impossible is nothing&#8221;?

<h2>
 A strong emblem</h2>
Other brands like Target and Apple did this earlier, but there you see what you describe. Then I hear you thinking, what about the Nike swoosh? Surely the shape of the swoosh compared to everyday shapes like 3 stripes (Adidas) or 2 circles (Mastercard) is quite unique.
Mastercard also didn&#8217;t really have a choice when considering whether or not to evolve to a mere emblem. According to Mastercard, they are anticipating digital payment options with this, by dropping the wordmark and focusing on the circles, the emblem. Real reason: focus away from the &#8220;card&#8221; in Mastercard, that way you can avoid &#8211; or delay &#8211; a name change?
The argument from the graphics angle to optimize the logo for digital applications may not outweigh strategic brand building at Adidas.
Pronostics for tonight? Nike 1 &#8211; 0 Adidas.

Where the name Shell comes from we&#8217;ll explain another time, the logo evolution we&#8217;ll give in advance.

In the latest of the logo evolution at Mastercard, the wordmark is dropped.

Are 3 stripes that distinctive?