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“London’s Fastest” poster campaign by Nike

Contributed by Luke Freeman on Aug 1st, 2017. Artwork published in
July 2017
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    Nike-vs-Alias-5.jpg
    Photo: Luke Freeman. License: All Rights Reserved.

    The posters campaign advertising “The Fastest Night” that will take place in London on 13 August was designed in-house at Nike.

    The “London’s Fastest” logo combines sliced caps from Nimbus Sans D Diagonal and Klang. Harbour is used for the slogans (“It’s fast or last”, “You win some or you win some”, “If you like it slow jog on”), also in all-caps. The typeface palette is perfected by a slanted Tannenberg halbfett (bold) — distinguished from the fett by the descending ‘F’ — which has been additionally fattened by stroking.

    Nike_LondonsFastest_1.JPG
    Gareth Hague. License: All Rights Reserved.
    Nike-vs-Alias-7.jpg
    Photo: Luke Freeman. License: All Rights Reserved.
    Nike-vs-Alias-9.jpg
    Photo: Luke Freeman. License: All Rights Reserved.
    Nike-vs-Alias-8.jpg
    Photo: Luke Freeman. License: All Rights Reserved.
    Nike-vs-Alias-11.jpg
    Photo: Luke Freeman. License: All Rights Reserved.

    “Even the rats can’t handle this race” — Klang in all-caps

    Nike-vs-Alias-4.jpg
    Photo: Luke Freeman. License: All Rights Reserved.
    Nike-vs-Alias-3.jpg
    Photo: Luke Freeman. License: All Rights Reserved.
    Nike-vs-Alias-2.jpg
    Photo: Luke Freeman. License: All Rights Reserved.
    Nike-vs-Alias-1.jpg
    Photo: Luke Freeman. License: All Rights Reserved.

    Typefaces

    • Harbour
    • Tannenberg
    • Klang
    • Nimbus Sans

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    3 Comments on ““London’s Fastest” poster campaign by Nike”

    1. Aug 1st, 2017  8:43 pm

      What looks like a black italic Helvetica Extended is actually Nimbus Sans D Diagonal. While Nimbus Sans is URW++’s version of Helvetica, this style seems not to be included in any font family named Helvetica. It also exists in slightly different form as Berthold Standard Diagonal. I wonder about its provenance. The vendors are not very helpful in this regard: “Designer: Haas Studio, (Max Miedinger), 1994, (1970)” [URW++], and “Designer: H. Berthold” [BertholdTypes]. Linotype’s Neue Helvetica 83 Extended Heavy Oblique or 93 Extended Black Oblique are quite different, and a lot less dynamic.

      From top to bottom: Nimbus Sans D Diagonal, Berthold Standard Diagonal, Neue Helvetica 83, Neue Helvetica 93

    2. Aug 1st, 2017  8:55 pm
    3. Sep 5th, 2017  10:10 am

      See also the post about the event, with pictures from the projections on the walls of the Turbine Hall at Tate Modern.

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