Leeds-based design agency Build has been commissioned by the Nike brand team to create the new look and feel for its 2016 Track and Field line. Art directed by Rebecca Parker from Nike, the team has created an extensive graphics system, which includes a typeface, graphic marks, patterns and bespoke numerals. Eye-catching in white and red, the distinct shapes and symbols embody the spray-painted markings seen on running tracks and sports fields.
The numbers are wonderfully chunky and remind us of the logotype created for the Mexico 1968 Olympics, designed by Lance Wyman. Fresh and punchy, the branding will be applied to advertisements, apparel and events. Strengthening the project is Carlos Serrao’s athlete photography, which grounds the branding and gives it context. He’s shot with Nike before as well as other sporty clients including Adidas, Speedo and Reebok. Here his images strengthen the graphics giving each a dynamism and power that would be hard to achieve without them.
About the Author
Rebecca became staff writer at It’s Nice That in March 2016 before leaving the company at the end of 2017. Before joining the company full time she worked with us on a freelance basis many times, as well as stints at Macmillan Publishers, D&AD, Dazed and frieze.