THE NATURE OF MOTION, was a NIKELAB exhibition at Milano Design Week showcasing conceptual works by a roster of progressive contemporary designers, including the likes of Max Lamb and Martino Gamper. The exhibition hosted various events and displays focused on the idea of ‘motion’ and coinciding with the launch of new Flyknit products.
BRITISH STANDARD TYPE were commissioned by NIKELAB to produce a headline and display typeface that would build upon the ideas of the exhibition and take primary inspiration from the Flyknit process.
Working closely with the NIKELAB team and art directors BRITISH STANDARD TYPE created two angular sans serifs for headline and display use. The display version of the typeface is distinct from the headline version through a web of interconnecting lines that fill the negative spaces of the typeface counters in a reference to the weaving process utilised by the Flyknit manufacturing process.
The typefaces were integral to the exhibition branding and used across all communications, including digital, print and environmental applications to provide a coherent identity that galvanised the experimental nature of the occasion. The exhibition, a first for NIKE and Milano Design Week was lauded in the design press and received record footfall during the week that it was open.
Typeface: NL Free Headline & NL Free Display
Additional: Logotypes
Commissioner: NikeLab
2 Styles: Regular Headline & Display
Coverage: Latin-A Encoded
Classification: Angular Sans Serif
URL: nike.com/nikelab
Photography Nike
