London-based design studio (and previous CR One To Watch) Accept & Proceed has created a new mark for Nike Football Training…
The new mark, known as the Nike HyperCube, will be applied to all football training-related products and materials from now on. While the mark will mostly appear printed on product in just two dimensions, it was conceived as a four-dimensional tetrahedron, A&P say.
Why? According to Accept & Proceed’s David Johnston, “Arsene Wenger describes the four factors making up a great football player as being Technical, Physical, Tactical and Mental.” Hence the decision to try to produce a mark in four dimensions. (If you’d like an explanation of four-dimensional Euclidian space, and we know you would, click here).
This animation shows the mark in motion:
Client: Phil Dickinson, global creative director, Nike Football
Design agency: Accept & Proceed
Design/concept: David Johnston, Matthew Jones, Kasper Lahti