Leeds-based creative agency Studio Build has revealed updates to its work with Nike’s Track + Field line, taking further inspiration from the markings of athletic tracks. The result is a bold and energetic set of visuals heavily populated with the triangular forward arrow, or “acceleration graphic”, found on running tracks, which features in Build’s work at a variety of scales and in numerous repeat patterns.
This work follows an extensive collaboration between the studio and brand back in 2016, when Build was commissioned to develop the new look and feel for its Track and Field graphic system. This system was based around the broader markings of the running track, from which forms and angles were borrowed for typography and bespoke numerals, graphic marks and patterns, and applied across advertising, apparel and event branding.
The 2018 work focuses specifically on the triangular marking and makes it the identity’s main component, used in a white and cobalt blue colour scheme. Build worked with Rebecca Parker, art director at Nike, to research the initial concept further, looking at “the authentic language of the track”.
“All of the compositions are created in a grid format,” explains Michael C Place, creative director of Build. “By creating these in a strict grid, the spirit and precision of the Track and Field is accurately represented. This new element can be used to create compositions in its more complex form, a simplified form or just used a as a single graphic.
“It was really interesting and challenging to make something as simple as the acceleration graphic (which is essentially just a triangle) to not only convey speed and dynamism, but also building a graphic system that can be used for all manner of applications without looking tired.”
This will also be rolled out across advertising and branding soon.
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