Adidas really messed up with its BLM logo complaint

It's no news that big brands protect their design assets aggressively, but lawyers sometimes have a tendency to jump into the ring without thinking about how it will look. And the backlash when the story inevitably makes it into the press can be worse for the brand than any confusion caused to 'the average consumer'.

We've seen plenty of examples of multinational giants being derided for pursuing small businesses that had no intention to steal their identities. But when Adidas lodged a complaint against Black Lives Matter this week, it was perhaps the biggest misstep we've seen in the field of logo patent battles – as the brand itself seems to have realised (see our pick of the best logos for more iconic emblems).

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.

Read more
The logos of Apple, Spotify, Bumble and Coca-Cola
These 4 big brands lost the plot in 2024
Ugg Boots
The Ugg brand name dispute is almost as ugly as the boots
Tiger Woods promoting new brand Sun Day Red
Puma pounces on Tiger Woods' logo design in new lawsuit
As Ever and Porreres Coat of Arms logo comparison
Meghan Markle faces logo design dispute with unexpected opponent
Amazon and Beverly Hills Polo Club logos
Amazon slammed by judge in 'landmark' logo dispute ruling
Walmart new visual identity
Walmart’s refresh attracted criticism – but designers loved it
Latest in Logos & Icons
Microsoft To Do
People have some Very Strong Opinions on the Microsoft To Do icons
Clippers logos old vs new
New LA Clippers logo is an instant classic
WLCO logo design
This hip neighbourhood's logo is totally loopy, but I love it
The superman logo as based on a potential design from Superman: Legacy
Possible new Superman logo divides fans
Lyle's Golden Syrup and Lyles Black Treacle tins showing the lion logo
Lyle's apologises for its Golden Syrup logo redesign as even the church expresses dismay
Steve Jobs and the Google logo
Apparently Steve Jobs hated the Google logo on his iPhone
Latest in News
Audi EV billboard adverts
Ingenious Audi billboards soar above the chaos in EV branding
Chupa Chups logo
The Chupa Chups logo was created by an art legend in just one hour
DC Sonic the Hedgehog comic collaboration
Sega reveals first glimpse of the Sonic DC collaboration we never knew we needed
The Dell 8K monitor on a green background, next to the text, 'Lowest price'.
The only commercially available 8K monitor is on sale with $1,771 off, and I'm intrigued
Tesla Cybertruck
Another day, another Tesla Cybertruck design fail
Pokemon loaded dice
Google AI gets Pokémon facts wrong, gamers are infuriated – and it points to a dangerous problem