We aspired to create something that fused old and new. Historic and contemporary. Combining Nike Running with Icelandic nature, mythology and vikings.
When working on the logo and word image, we really wanted the look & feel to be grounded in the Icelandic culture, so we started playing around with authentic viking-/rune- characters. From this we custom-drew a selection of letters that catered to our copy needs, and refined the shapes to make them more legible.
For additional framing and pattern work, we created a custom braid visual, based on the ancient viking knot, which could be used both as a complementary graphic or a background layer.
For the colors we drew inspiration from the Icelandic landscape and it’s ranging characteristics. From green hills and waterfalls, to vast lands of volcanic rock and deep glaciers, to steaming geysers and purple night skys.