Graphic Design: Camilla Bengtsen rebrands Intersport just for the hell of it
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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James started out as an intern in 2011 and came back in summer of 2012 to work online and latterly as Print Editor, before leaving in May 2015.