The Adidas logo comes to mind as a poor type choice. As a sporting goods line the logo should be something very bold and in your face. The Adidas logo utilizes all lowercase lettering with a form of Futura font that comes across as soft and casual. As compared to other sporting goods lines such as Nike, Under Armour, and Reebok, the Adidas logo does not exude nearly enough intensity. This logo could be improved by changing the font type to something more striking and rigid like a Baskerville or Bodoni, or by changing the Futura font into some form of small caps. This change would elicit more energy, and would be more suitable for a sporting goods line.
I agree that the font is a little timid. I also don't like how the dot in the 'I' is connected to the design above the lettering. Both of the 'D's also interfere with the design and I feel better spacing could help the design. Overall though, I like the logo because the rising rectangles not only looks like a 'A', but signifies that they're raising the level of the sporting goods game. I don't know, that's just my take on what the logo is trying to say.
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