A Custom Font is Being Used to Promote Nike’s New Store
Norway – Nike went in a new aesthetic direction to promote its new store in Oslo, honing in on the city’s particular visuals. The multinational sports apparel company hired Oh Yeah Studio’s founder, Hans Christian Øren, to create a new typeface that reflected a locally inspired design. The new font, named Oslo, was commissioned specifically for the word “Oslo” and the sentence, “Your only limit is you.” It has been rolled out throughout the store in logos, posters, graphics and wall art.
“The inspiration for the new style of Nike was found at the Bislett Stadium. After much scouting and thinking, there were the characteristic lines of the running track that became decisive for the creative expression,” reads Oh Yeah’s project description. “Bislett has a central place in Oslo’s history as an international venue for sports and public festivals. The lines from the running track laid the foundation for the whole style.”
It’s an interesting decision on Nike’s part to go from a global design to a hyper-local look, but it could bring positive results as far as attracting a local audience.