BRAND

FONTS & TYPOGRAPHY

Nike is known around the globe for our powerful brand statements and calls to action such as "JUST DO IT" and "THERE IS NO FINISH LINE". The written word will always be a powerful medium for brand storytelling.

Text is used frequently in workplace design and brand storytelling. In addition to providing instruction in the form of wayfinding signage or giving background context to installed artwork, text can remind employees and visitors of Nike's history and core values in a highly impactful and visually engaging way.

Wayfinding Signage

For consistency, legibility and accessibility, all wayfinding signage must follow carefully developed Nike standards. Find details in the Wayfinding section.

ELC, Belgium

Fonts

Standard Fonts

Informational text, such as typical wayfinding signs, information tags, or bodies of text should use GPS' Standard fonts, which be downloaded from the Typography folder in Box

The primary wayfinding typeface, used on most signs. Flama is an adaptable typeface that supports accessibility and functionality.

Futura is used sparingly in the system for large scale elements where the characters are perceived as graphics in the space, always in ALL CAPS. This typeface

represents “Nikeness” and ties to the brand.

Alternate Fonts

There are times when more expressive typography is warranted, or where alternative typefaces might strengthen storytelling. If a non-Nike font is sourced it must be properly licensed for use. It is acceptable to use hand-drawn fonts, assuming they are in alignment with the storytelling and creative direction. When looking for interesting alternative fonts, think about why it makes sense to do so. Reasons hand-drawn or non-Nike fonts might be chosen for a project include:

• Style (e.g., the unique approach of an artist collaborator)
• Energy (e.g., to match the look and feel of a particular space)
• Local connection (e.g., in reference to a Nike-sponsored sport team, or an important and project-relevant landmark or geographical feature)

Typography

Sentence case is easier to read and should be used for long blocks of text. ALL CAPS should be reserved for titles and bold statements.

Text as Art

Brand statements, inspirational quotes, campaign taglines or other text can be used to deliver impactful statements or quotes in the Brand voice. Text-based elements can vary in scale to deliver information up close or inspire from a distance, and can be formal or expressive. Oversized text can be used as a memorable wayfinding beacon (e.g. floor or room number). Avoid using text as a design element where it can be unintentionally mistaken for wayfinding signage.



Materials and methods of application vary but may include:

• Wall murals
• Painted stencils
• 3-dimensional letterforms
• Sculptures or multi-component installations