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    Camilla Bengtsen: Intersport

Graphic Design: Camilla Bengtsen rebrands Intersport just for the hell of it

Posted by James Cartwright,

Danish designer Camilla Bengtsen has done a terrific job of reinventing global retail chain Intersport, providing them with an identity that’s much more fit for purpose than the current set of brand guidelines they follow. Her approach was to take some of their most popular products and reduce them to a series of graphic icons – a pair of Adidas trainers become eight blue rectangles, Nike’s Lebron basketball is minimised to four bold lines – unifying the brand with a simple graphic language and allowing each individual product its own distinct visual. For a piece of personal work this is a terrifically considered project; it’s just a shame Intersport haven’t commissioned it.

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    Camilla Bengtsen: Intersport

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    Camilla Bengtsen: Intersport

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    Camilla Bengtsen: Intersport

Jc

Posted by James Cartwright

James started out as an intern in 2011 and is now one of our two editors. He oversees Printed Pages magazine and content wise has a special interest in graphic design and illustration. He also runs our online shop Company of Parrots and is a regular on our Studio Audience podcast.