Capturing velocity in typographic form
For the Nike China flagship store ‘House of Innovation’ in Shanghai, we were tasked with crafting bespoke typographic logos that capture the essential notions of the terms ‘faster’, ‘run’, ‘dash’, and ‘速’ (speed). With our dynamic, multi-script designs, customers were equipped to create their very own shirts directly on-site. With this move, our work vividly embodied the Nike Zoom Line’s spirit and carried its energy to the streets in enhanced visibility.
Our design method for this project consisted of rapid, customized typographic iterations. Various concepts for depicting speed were conceived, implemented, and refined, including motifs of lightning, disintegration, aerodynamics, slit-scans, and the concept of light speed.
Given that the concept enabled retail customers in the store to select their preferred motif and combine it with a pattern and placement of their choice, the designs needed to be eye-catching, bold, and reminiscent of stickers in their appearance.
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