38 Comments

Also known as a tesseract isn't it? Someone's been reading Alex Garland.
I like it a lot.
Adam
2009-11-19 10:51:19

Lovely work. Great stuff guys. Much nicer than the old one.
James Greenfield
2009-11-19 10:54:40

meh
sweet sweet lemonade
2009-11-19 11:32:22

if you want to see something really arresting, then have a look at a 4d cube rotating:

http://www.youtube.com/watch?v=l_jKXFSgZAQ

(can i post youtube links here? it's work safe)
matt
2009-11-19 11:51:55

I always thought the 4th dimension was duration (time)?
Zuko
2009-11-19 11:53:57

kind of looks like a games console logo, suggests futuristic and realistic gaming!
frazer
2009-11-19 11:55:54

Great logo, I'm amazed that they got away with dropping the swoosh out.
Clive Billington
2009-11-19 12:06:35

The fourth dimension isn't time, unless you're talking spacetime. Accept & Proceed are applying the Euclidian 4th dimension, which is just another directional axis. So imagine instead of x, y and z, imagine w, x, y and z.

Which is all well and good, but it's just clever talk to help sell in a cool-looking logo. Your average chav in Batley that's going to buy the 'apparel' with the logo on it doesn't care. He just wants a smart logo. So job done i suppose.
Paul
2009-11-19 12:29:42

like the idea, but the execution to me just seems cool in a scientific way but not so, in a related-to-football way.

Also the actual Hypercube looks more 3D than 4D.

Bold decsion by Nike, but really the top will likely be plastered in carefully positioned swooshes so why would this mark need one.
lee
2009-11-19 12:40:53

Inspirational and dynamic, this logo is really setting the pace for graphic design in sport!
Animation is also very cool.

Nice one.
Pops
2009-11-19 12:51:03

typical nike football, what they lack in heritage they make up for in aggression.

i always played football with a ball, yet here we are raving about a cube, the contradiction is glaring in my eyes.
i am sam
2009-11-19 13:43:08

I also thought it was time. Maybe thats just applied in Motion Graphics??
Aly
2009-11-19 15:42:42

I am really not a fan of this. It just looks like a generic block to me with no flavour. Surely they could come up with something that's going to be more recognizable at small sizes and from far away? At the very least the "ligher" areas need to be lighter to contrast better with the dark ones. With any lack of definition, it's just going to degrade into a hexagon.
Bryan
2009-11-19 16:33:48

Very nice, kudos for not including a ball.
Richard Holt
2009-11-19 16:34:44

Seems a bit busy, but really cool reminds me of Paul Rands IBM logo. Once the people have been educated on the new brand, and it becomes recognizable, it will fulfill it's job. (Regardless of what is used to identify the product) It could have been a cube, a dot, an ellipse. Brand requires education through extensive marketing. I actually like the cube that starts of the video too, the plain one with no lines. But it's all cool stuff
Aman Anderson
2009-11-19 16:37:06

Hmmm... Not sure.

"While the mark will mostly appear printed on product in just two dimensions, it was conceived as a four-dimensional tetrahedron, A&P say."

Surely that doesn't make much sense, the main usage should inform the final design in my opinion. You wouldn't get away with designing a mark that relies on color if it was only going to be used in black and white. This looks nice animated but on the sleeve it looks quite messy, and indistinguishable. The many lines and central axis aren't easy on the eye.

I like the stuff that A&P do, and the idea behind this mark but feel this needs a little bit more development to work in 2D.
Mandy
2009-11-19 17:53:14

Its not bad, at the standard that you expect from nike.
bibi @ bibigallery
2009-11-19 21:57:32

I have much respect for A&P but I can't get past the similarities:
http://unity3d.com

I suppose one could speculate that not many aspiring athletes spend their nights developing computer games, nor do they have an interest in Euclidian space.
Tom
2009-11-19 23:42:43

Me likey!

The outline of the cube reminds me a bit of a shield / crest, which used to be the in-thing to have on footy shirts. It also looks a bit like the tranformers logo (especially with the font they use in the video).

Really need to see the branding in action before making judgement on it though.
fancy pants
2009-11-20 09:26:13

Mmmmmm... all those stripes remind me of the adidas logo...
jimdoes
2009-11-20 10:38:49

@Paul

I don't get what you're saying. The fourth dimension IS time. There's no fourth axis, what would that even mean/represent?

I always thought 4D in this context was used by video game companies in the 90's to make things sound ultra futuristic.
n
2009-11-20 13:44:25

It's ok. Not sure how it represents football. But it's an interesting shape. Quite brave of them to go with something so detailed that will appear very small on a lot of their clothing - detail which will get lost in the fabric fibres possibly. Grumble grumble. It's ok, it'll grow on me.
Alex Peterson
2009-11-20 14:00:18

This logo bends my mind

I just can't understand it. I don't know if it's genius or misguided.

I agree with 'I am Sam' that opting for a cube to dipict football seems like a contradiction and the fact that the sample on the player's sleeve, has the swoosh slapped next to it would indicate the application has not been well considered.

None the less, it's very brave and sticks in my head. I have not seen anything like it, in sports branding. Which makes me think: I like it.

Odd one.

I think.
Martyn Reding
2009-11-20 14:40:41

Great logo. Technical, Physical, Tactical and Mental makes sense too. Appeals to me more than the old one
Mundir
2009-11-20 14:52:36

Interesting. Seeing it in the image on the shirt, looks nice.. almost like a shield.
I find it very interesting that it got through to production the way it is....

Somebody just mentioned that it looks like a Mitsubishi logo in a cage... also interesting....

All in all, an interesting development.
action man
2009-11-20 16:07:43

No idea what it represents. To emotion behind it, way to technical. Football is all about feeling and emotion not about mechanics and technology.
Rock
2009-11-20 17:03:13

nice work david & matt. x
Phil Sims
2009-11-20 18:03:42

Impressive new mark by nike, good to see them branching away from the classic but sometimes overused swoosh ident. Definately a sign of things to come in the future. I have just set up my own site as part of my Graphic & Communication Design degree at Leeds University: feel free to check it out and tell me what you think. Cheers.
joemarsh2003
2009-11-20 18:27:19

I wonder if there marketing scheme is to make something drastically different to stick in the minds of people. . . so weird and different that we remember it, and associate it with Football.

Kind of like how stripes are associated with computers because the logo of a great computer company is striped, for some odd reason - IBM.

This logo may succeed and stick in the minds of people for being weird and different. It will become a item of conversation. So in that sense, way to go Nike I guess.
Aman Anderson
2009-11-20 19:43:37

This...thing is a horseplay.
Gabriel
2009-11-21 13:12:30

Paul Rand said “a good logo is good will”
There always is extensive marketing, and brilliant product/service and consistency behind every example of a great logo. Having said that, i do believe that there should be logical connect between form and communication.
I don’t like this for various reasons, i mean before seeing the video i did not see the form as a four-dimensional tetrahedron. The execution with swoosh is an afterthought (or looks like it). Its football, Why so edgy?
lets see how it goes...
:)
Neha
2009-11-22 05:05:04

impeccable as always. well done a&p
trevor nelson
2009-11-22 12:36:59

The rationale behind it I like. Trying to communicate the four dimensions of a football player is a good idea. However, they did not communicate this with the symbol. The symbol shows three points when static and vaguely shows four when animated. In no way shape or form does it communicate Technical, Physical, Tactical and Mental.

It's ok stating what the goal is but do try and score.
Steve Perry (fu.gu)
2009-11-22 16:27:18

Over-complicated rubbish. Looks like a Mercedes badge after 16 pints.
Moany McMoan
2009-11-23 14:57:31

I quite like the mark, but it says nothing about football (or anything!) at a glance. So I only saw what the designers were implying by reading the article. 99.99% of the population won't be doing that, so its hard to call it a success!
James
2009-11-24 09:27:15

I like it, and I'd wear it.
It's like a bold, modern shield, and it's nice to see something a little unpredictable for a football mark, a circle would be way too predictable for a brand like Nike. Very Accept and Proceed.
trevor
2009-11-24 11:30:49

no swosh? that isn't going to last much
dani r
2009-11-24 13:32:45

I think the 'euclidian' explanation was probably just a bit of ambulatory presentation sell-in patter (in response to all these questions about the fourth dimension) and if you put that aside and just consider the logo for what it is, personally I think its great. It seems to fit in the general Nike visual language, and it seems to me to be a perfect example of doing what seems to be utterly wrong (a football is round, what if we did a square instead). It deals with the space in which football takes place rather than the dynamics of the activity itself, which says to me "its about the event, not the product" and then finally it nods to the dynamic with a sense of movement, depth and direction.

As for the question of whether it will reproduce on apparel, I doubt very much it would have got this far without being tested on product.

It would be tempting to try and have something bouncing around inside that space maybe, but perhaps that would just get too messy.
Tim Spencer
2009-11-27 10:32:44

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