BRAND

FUNDAMENTALS

PRIORITIZING INVESTMENT

The greatest investment is reserved for areas and design features that will remain relevant for a long period of time. While it is important to maintain a high standard of quality in every Nike space, there is fiscal responsibility that needs to be considered. Building and space functions sometimes change, as do the teams using them. Remember this when prioritizing areas of shared-use over areas considered limited-use or back of house.


Find more information on the Space Types page.

High Investment

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Paris, France

Public and high-profile areas offer a chance to create a powerful introduction to the building and serve as an important location for orientation and wayfinding.



These high-investment spaces feature a fully bespoke, localized design that incorporates multiple brand installations and a significant storytelling moment. This is often achieved through unique installations, elevated materials, custom millwork, or specialty lighting, creating a layered approach.


  • Entry
  • Lobby
  • Hub
  • Onsite Offsite

Medium Investment

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Toronto, Canade

Branding in secondary spaces is highly visible to create energy and provide wayfinding beacons, while also telling secondary stories that support the overarching brand narrative.



These medium-investment spaces feature custom design elements, including large-scale art installations such as wall panels, hand-painted murals or stenciling, wheat paste, graphic window film, and/or oversized wayfinding information. Fuel stations may also incorporate patterns or images in the tile work. Branding should be planned in coordination with the surrounding colors, materials, and furniture.

  • Open Workspace
  • Fuel Station
  • Library
  • Elevated Large Conference Room

Low Investment

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Beijing, China

These enclosed rooms require branding that adds interest without dominating the space. As lower-priority areas, budget and design time should be allocated accordingly.



In low-investment spaces, design elements are typically limited to color selection, framed Nike artwork, acoustic materials, and custom-printed wallcoverings for larger rooms. All assets should utilize archival Nike artwork, with adjustments made to color, contrast, or minor edits as needed.

  • Primary circulation, including stairwell and elevator lobby
  • Conference Room
  • Phone Room
  • Mothers' Room
  • Wellness & Multi-faith room
  • Restroom (if in scope)