Adidas Design & Branding THE UNITY FONT by 180 Kingsday

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Netherlands
Agency 180 Kingsday
Designer Julian Wade, Kay Schalker
Typographer Alan Von Lutzau, Yomar Augusto
Released May 2009

Credits & Description

Category: Typography
Product/Service: ADIDAS
Agency: 180 AMSTERDAM (180\TBWA)
Date of First Appearance: May 25 2009 12:00AM
Head of Design: Julian Wade (180/ DETAIL)
Designer: Julian Wade (180/ DETAIL)
Senior Designer: Jurgen Rank (adidas AG)
Designer: Kay Schalker (180/ DETAIL)
Writer: Julian Wade (180/ DETAIL)
Typographer: Yomar Augusto (180 Amsterdam)
Typographer: Alan Von Lutzau (180 Amsterdam)
Print Producer: David Corfield (180 Amsterdam)
Print Producer: Marlon Lee (180 Amsterdam)
Design and Retail Manager: Piers Bebbington (180 Amsterdam)
Media placement: TVC "Every Team Needs The Spark" - Cinema And TV In Europe - May 2009
Media placement: The Official World Cup 2010 Match Ball - Media Worldwide - May 2009
Media placement: Adidas Official Football Kits - Every National Kits For Football Players Worldwide - From May 2009
Media placement: Print Ads For The Adidas World Cup 2010 Campaign - All Print Advertising Worldwide - From May 2009
Media placement: Adidas World Cup 2010 Campaign - Across All Channels And Media Used In The Official WC2010 Campaign Worlwide - From May 2009
Media placement: Adidas F50 Football Boots - All New Adidas Football Boots In 2009/2010 - From May 2009
Media placement: Adidas Every Team Needs "The Ultimate Search" Graphic Novel - Adidas In Store Give Away Materials Worldwide - From May 2009
Media placement: Retail - All Adidas Football In Store Communication - From May 2009

Describe the challenges and key objectives
The Unity font was designed as part of the holistic visual language of adidas Football. It's forms echo the very heart of the game - the central delta shaped panel of the Official Match Ball of the 2010 FIFA World Cup.

Describe the brief from the client
On June 11th, 2010 a ball will be placed on the centre circle of the pitch in City Stadium, Johannesburg, and for the first time ever on African soil a FIFA World Cup will kick off. Our challenge was clear: create a unique and powerful design language for adidas football in the build up to thi historic event across all disciplines. One that fulfills diverse needs yet is focused in its message.

Describe how you arrived at the final design
It is used for player names and numbers on the National kits of Argentina, Denmark, France, Germany, Mexico, Russia, South Africa, and Spain. It emblazons packaging of all adidas World Cup products, as well as calling out 'Jabulani' on its inspiration the Official Match Ball of the tournament.

Give some indication of how successful the outcome was in the market
But the Unity font also lives off the field - being used for the setting of all headlines and body copy across every single piece of adidas World Cup communications and in all media: Film, Content, Print, Digital, Gaming and Events. This summer this font will have an audience of billions - while its roots remain firmly based on the pitches of South Africa.