Experimental brand typography. adidas, Type Exploration. As part of an update of the adidas brand direction in 2015 our assignment was a compact innovation workshop, with the aim of developing a pool of possibilities for the creation of typographic brand messages.
- Design exploration
- Type design
Crossover of creative techniques. During this project, our designers pushed the degree of alienation between typeface and materiality to the extreme. Sensible solutions were to be found in proximity to the product—material surfaces and movement patterns were the inspiration for us to explore new avenues.
In addition to creation, it was important to sort out which resulting designs matched the brand in order to define a clear framework for the further use of the brand typeface.