(Est. 2000, previously NIKEiD) “Nike by You is a service provided by Nike allowing customers to personalize and design their own Nike merchandise. They offer online services as well as physical NIKEiD studios in different countries around the world, including: United Kingdom, Italy, France, Japan, Spain, Germany, China, USA, Canada and Australia.” (Wikipedia)
Gretel (New York, NY)
The resulting identity consists of two layers, explains Edmundson. The first layer is Nike, a technical, black and white layer, representing Nike’s expertise. It leverages the core elements of the Nike brand – the swoosh, the Futura Extra Bold Condensed typeface – but places them in a new context. The second layer is ‘You’ which includes color, expression and personality. While the base layer is controlled and functional, the ‘You’ layer is free and expressive with endless possibilities for iteration. The identity has a broad scope for modification to suit any product, consumer or high-profile co-creation. The rebrand appears currently online and will gradually roll out in stores.
Gretel provided text
Images (opinion after)
The old logo was good, using Nike’s italic wordmark with a simple change to lowercase in the “i” to help it read properly. I liked the old name too, implying that you were imprinting Nike with your own identity. The new name makes it super clear what this is about, which may not be a bad thing, given that the technology is now available in many more places to many more people, but it’s also now more prescriptive. The new logo switches to Nike’s Futura Condensed use and it looks just right. The twist of making the logo (and the identity accoutrements) all a stroke looks hip and cool and supports the layering concept nicely. I like all the graphic Nike doodads and typography in the stroked style. The colorful “you” layers are fun to look at but I think I’m too old or too out of the in-crowd to know what’s going on. The liner paper, box, and ambiguous exhibit are extra nice and hopefully made real some day. Overall, this has a great Nike feel supported by a smart (but not too heady) concept and effectively conveys the joy of customization.