Diadora logo history and meaning: A story of strength, speed, and passion
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Diadora logo history and meaning: A story of strength, speed, and passion

Diadora Logo

Are you familiar with Diadora logo history? If you’re a fan of sporting brands, or love high quality sneakers, then you’ve probably seen the famous Diadora logo before. However, you may not know how much this iconic emblem has changed over the years. 

Like many sportswear and sneaker companies, Diadora has updated its visual identity over the years, ensuring it can continue to stand out in a competitive environment, and resonate with modern consumers.

However, many aspects of the Diadora brand mark have remained consistent. 

The company’s color palette, as well as its unique geometric symbol, have consistently elevated the brand for several decades. Today, we’re going to take a closer look at the history of the Diadora brand icon, and the evolution of this memorable sportswear business. 

Diadora meaning: What does Diadora stand for?

Before we take a closer look at Diadora logo history, it’s worth taking a moment to identify the sportswear brand. Diadora is an Italian footwear and athletic apparel manufacturer, known for selling high-quality products worldwide. 

The company was first established in 1948, when founder Marcello Danieli decided to create his own business, focused on sneakers, jackets, hoodies, t-shirts, and other forms of apparel. 

Danieli initially began working in the trade as a young boy, and used the lessons he learned to develop a compelling brand identity from day one. The name “Diadora” was suggested to Marcello by one of his friends. 

It comes from the name given to the Dalmatian town of Zadar, by the Greeks of Byzantium. According to some scholars, the term also stems from a Greek phrase which means “sharing gifts”. This reflects the brand’s philosophy of delivering excellence to its customers. 

Diadora quickly became a success in the apparel industry. In the mid-70s, the company began supplying products to football players from around the globe, and even jumped into the tennis market, via a sponsorship deal with Bjorn Borg. 

In the early 2000s, Diadora also supplied the official football kits for many Italian clubs. Since then, the organization has sponsored various football clubs, as well as other sporting landscapes. 

Diadora logo history: The evolving Diadora symbol

Despite more than 7 decades of history in the world of athletic apparel, Diadora has only made one major change to its logo design. The company has retained a consistent aesthetic over the years, designed to demonstrate a commitment to excellence and ambition. 

Let’s take a closer look at Diadora logo history. 

Diadora Logo


The very first Diadora logo was designed in 1948, when the company first launched. Thanks to the simple and modern design, the image was able to evolve with the company for more than 60 years, giving the brand a powerful, enduring aesthetic. 

The image featured two distinct components. The first was a bold wordmark, displaying the name of the company in bold, sans-serif lettering. The heavy and modern script was ideal for a modern footwear and sporting company, showcasing a sense of balance and consistency. 

Above the inscription, we see the geometric shape used to represent Diadora over the years. It’s essentially a stylized “checkmark”, positioned just above the letters “D” and “O”. 

Diadora Logo


The first and only major change to the Diadora logo took place in 2013. Building on the previous brand identity, the company switched its bold, sans-serif font out for a new inscription. This wordmark is defined by the selection of filled circle shapes in between thin lines. 

The combination of thin, curved lines and blocky circular shapes gave the Diadora brand an even more creative and modern appearance. The black and white color palette remained consistent in this logo, showcasing professionalism and elegance. 

The stylized check mark, which almost looks a little like the silhouette of a bird, was also used in this new design. However, it’s a little smaller, positioned above the “O” like an accent. 

What is the Diadora logo? The meaning behind the symbol

The official Diadora logo today consists of a wordmark, with a stylized geometric shape placed just above the “o” in the inscription. The unique lettering style instantly distinguishes Diadora from other competitors in their space, making them look innovative and creative. 

It’s also worth noting that the first update to the Diadora logo featured the company moving away from a confident uppercase inscription, to one written with all lowercase letters. This move, combined with the interesting typeface, makes the company seem fun, friendly, and youthful. 

The overall design conveys ideas of balance and sophistication. With the V-like geometric shape, Diadora also shows values of creativity, innovation, and ambition. The logo, though relatively simple, perfectly highlights Diodora’s brand personality. 

With this symbol, Diodora presents itself as a free spirit, committed to constantly moving forward on the quest for excellence. 

The Diadora logo: Fonts and colors

Elegant and eye-catching, the Diadora logo is a symbol of forward progression and creativity. Whether viewers see the full combination mark, including both the inscription, and the V-shaped symbol, or just the standalone icon, they can instantly recognize the company. 

With a focus on modernity in their designs, Diadora has been able to create a brand aesthetic that can clearly stand the test of time. In more than 70 years of history, the Diadora logo has only ever changed once, at least so far. 

If you want to take a closer look at the components of the Diadora logo for yourself, you can find some useful resources linked below:

What color is the Diadora logo?

While aspects of the Diadora symbol have changed over the years, much of the company’s aesthetic has remained wonderfully simple and modern. The Diadora logo colors have always officially been black and white, giving the company a sophisticated, and progressive image. 

A black and white color palette stands for style, confidence, and sophistication, all important values for a fashion and clothing brand. Of course, like many apparel companies, Diadora does take some creative freedoms with its logo design. 

The Diadora logo color palette has occasionally been altered in the past for specific products and marketing campaigns. In some cases, the unique geometric symbol takes on a new color of its own, usually yellow, or green. 

What font does the Diadora logo use?

By far, the Diadora logo font is the most interesting part of the company’s brand identity. Initially, like many famous footwear brands, Diadora used a relatively simplistic sans-serif typeface, depicted in all uppercase letters for its logo. 

However, when the brand image was updated in 2013, the company switched to a unique typeface, featuring all lowercase characters. The letters consist of thin lines and heavily rounded components, making the inscription look almost like a series of filled circles. 

Each rounded letter has its negative space filled in solid black. 

The dynamic Diadora symbol

While there haven’t been many changes throughout Diadora logo history, the company has still developed a powerful visual identity over the years. The iconic Diadora symbol has remained a consistent part of the company’s aesthetic since its inception.

Additionally, the sleek black and white color palette hasn’t changed over more than 70 years. The biggest alteration to the Diadora logo was the decision to switch the bold uppercase inscription for something more modern and youthful. 

The new wordmark used for the Diadora symbol today is entirely unique to the brand, and showcases the company’s creative and ambitious personality. 

Fabrik: A branding agency for our times.

Stephen Peate
Creative director
Stephen Peate
Creative director
As Fabrik’s creative director, Stephen oversees complex branding programmes. He advises our clients on their tone of voice, creates logos and visual identities and crafts names for companies, products and services. Writing for Brand Fabrik Stephen reflects his love for logo design and visual identity.

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