Leeds-based creative agency Studio Build wanted to create an updated version of the original branding that it created for the Track + Field line in 2016, which took design cues from track-line markings.
Featuring a black, white and red colour scheme, the previous campaign included bold typographic elements and numerals inspired by the curved shape of the familiar white spray-painted markings.
The new identity retains many of the visuals found in the 2016 campaign, but centres instead on the arrow graphic, which is presented in a blue and white colour palette.
“All of the compositions are created in a grid format,” said Michael C Place, creative director of Studio 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 as a single graphic,” he explained.
“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 graphics system that can be used for all manner of applications without looking tired.”