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Experimental brand typography

adidas, Type Exploration. As part of an update of the adidas brand direction in 2015 our Services Design exploration
assignment was a compact innovation workshop, with the aim of developing a pool of Type design
possibilities for the creation of typographic brand messages.

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.

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