Nike’s updated Track + Field branding is based on acceleration arrows

Leeds-based creative agency Studio Build has created a new look for Nike's Track+Field 2018 line.  
The arrow markings found on athletic tracks form the basis of Studio Build’s updated visual identity for Nike‘s Track + Field clothing line. The rebrand’s “fresh and punchy” visuals feature a succession of arrows, which resemble the acceleration graphics used on athletic fields.

 

Leeds-based creative agency Studio Build has created a new look for Nike's Track+Field 2018 line.  

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.

Leeds-based creative agency Studio Build has created a new look for Nike's Track+Field 2018 line.  

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.”

Leeds-based creative agency Studio Build has created a new look for Nike's Track+Field 2018 line.  

“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.”

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