ILOVEDUST Creates New Visual Identity for Nike Football Rebrand
By
Abbey Bamford
Lightly toasted, lightly seasoned, mostly correct.
Summary
Nike Football has undergone a major rebranding by creative studio ILOVEDUST, which created a new logo, typeface, and visual identity rooted in attacking play philosophy. The partnership began informally with a text message between Nike's creative director and the Brighton-based studio, reflecting their established working relationship. The rebrand aims to channel Nike Football's golden era while setting the stage for its next chapter, with the new identity designed to embody fearless, attacking football.
Key quotes
· 4 pulled"Fancy rebranding Nike Football?" asked Nike's creative director, David Oliva. "Oh, go on then," replied ILOVEDUST.
It's not how every global brand brief begins, but then again, this is a partnership built on trust, not bureaucracy.
The Brighton-based studio has a long and close working relationship with Nike's football team at its world headquarters in Beaverton, Oregon.
When it comes to redefining one of sport's most recognisable sub-brands, a little informality helps keep
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