USA National Team uniforms and typography
52156
3094
131
Add to Collection
About

About

Branding, uniform and typographic design for Team USA basketball uniforms, to be worn at the London Olympics in 2012. I worked with the Creative … Read More
Branding, uniform and typographic design for Team USA basketball uniforms, to be worn at the London Olympics in 2012. I worked with the Creative Director of basketball apparel to establish the design vision for the uniform, a principle we called the “flicker effect,” — a single neutral body color is visible while a player is inactive, with a flash of pop color revealed during a defensive stance, dunk or jump shot — inspired by the defensive behaviors of certain wild fish and birds. The uniform is blocked in various 26 degree angles, which were carried into the USA badging and a custom typeface, developed in three weights. Creative Director: Ryan Aanderud. Design with Eric Duvauchelle. Nameplate typeface with Esther Chang. Read Less
Published:
Team USA uniforms, badging and typography
2012
Branding, uniform and typographic design for Team USA Hyper Elite basketball uniforms, to be worn at the London Olympics in 2012. Working with the Creative Director of Nike Basketball apparel, we established a design vision for the uniform — a principle we called the “flicker effect,” wherein a single neutral body color is visible while a player is inactive, with a flash of pop color revealed during a defensive stance, dunk or jump shot — inspired by the defensive behaviors of certain wild fish and birds. The back of the uniform features a ventilation pattern in the shape of the American flag.
 
The chest badge logo, constructed using the 26 degree chevron from Nike heritage, is meant to be wildly different than anything ever seen on a USA uniform before. Its upward movement references high-flying athleticism, and its composition is meant to evoke the badging of super hero costumes. The uniform is blocked in various 26 degree angles, which also inform the custom typeface, developed in three weights and a full character set for international uniforms. 

Creative Director: Ryan Aanderud. Design with Eric Duvauchelle. Nameplate typeface with Esther Chang. Athlete imagery by Nike Basketball Brand Design.
 
Featured on Brand New on February 8, 2012.
Featured on Behance May 3, 2012.