Branding, uniform and typographic design for Hyper Elite basketball uniforms, worn by Team USA and other Nike Federations in international competition since the 2012 London Olympics. Working with the Creative Director of Nike Basketball apparel, we established a design vision for the uniform wherein a single neutral body color is visible while a player is inactive, with a flash of pop color revealed during a defensive stance, dunk or jump shot — inspired by the defensive behaviors of certain wild fish and birds.
The USA chest badge logo, constructed using the 26 degree chevron from Nike heritage, is meant to be wildly different than anything ever seen on a USA uniform before. Its upward movement references high-flying athleticism, and its composition is meant to evoke the badging of super hero costumes. The uniform is blocked in various 26 degree angles, which also inform the custom typeface, developed in three weights and a full character set for international uniforms
Ryan Aanderud, Creative Director
Heather Amuny-Dey, Creative Director
Darrin Crescenzi, uniform design, typography, branding
Eric Duvauchelle, uniform design
Esther Chang, additional typography
Created while at Nike Brand Design