Nike Teams Up With Creative Agency For A Striking Track + Field Branding
Nike has teamed up with Leeds-based creative agency Studio Build to update the identity of the sports brand’s Track + Field line.
Studio Build has taken cues from the markings of athletic tracks and incorporated these into the identity. The result is a striking set of visuals, which carries the image of the triangular forward arrow, also known as “acceleration graphic,” that is found on running tracks.
Nike and Studio Build collaborated back in 2016 to create a new look for the Track + Field graphic system. The system developed was based on the broader markings found on the running track.
The forms and angles on the track furthered inspired the typography, numerals and graphic marks. This year, the collaboration is mainly focused on the triangular markings for the main identity of Track + Field, as well as incorporating the “authentic language of track” in the new look.
The end result is an eye-catching blue and white color palette. Michael C. Place, the Creative Director of Build, explained that all of the compositions were created in grid format to allow the spirit of the Track + Field to be accurately represented.
Place described developing the new identity as “interesting and challenging” as the acceleration graphic must not only represent speed and dynamism, but also be used it various manners “without looking tired.”
The versatile new look will be rolled out across multiple channels soon.
[via It’s Nice That, images by Studio Build via It’s Nice That]