Sawdust creates dynamic typeface for LeBron James for Nike basketball

Back in July, creative partnership Sawdust (aka Jonathan Quainton and Rob Gonzalez) was tasked by Nike basketball to create a bespoke typeface for NBA champ Kobe Bryant. Beautifully sharp, the duo has just released a custom typeface for fellow NBA star, LeBron James. The new typeface emulates the same dynamism and energy, but it’s broader and more imposing, suiting 6’ 8” LeBron perfectly.

Taking cues from the player’s existing crown-like logo mark, which alludes to his self-appointed “King James” title, the letterforms are bold, athletic and still majestic enough to carry the weight of LeBron’s reputation and stature.