Nike Diamond – “Doin Damage”

SantosDilone and Hyphenated developed a new identity for Nike Diamond, the baseball and softball subbrand of sportswear company Nike. The new identity is centred around the slogan “Doin Damage”, symbolizing the impact of youth in revitalizing the iconic sport. In doing so, they aim to attract and inspire a diverse, younger generation, infusing the game with a fresh attitude.

The primary typeface of “Doin Damage” is Farmacia by Nguyen Gobber. It’s a bold condensed typeface combining geometry and sharp angular shapes found in old baseball stadium signage, street posters and classic Nike fonts. Farmacia is used for headlines and big, bold typographic treatments, while Neue Helvetica from Linotype is used for all further typography. The typographic treatments serve complementary expressions to highlight athletes’ initials and numbers, extending the visual language of “Doin Damage”.

The new visual identity for Nike Diamond utilizes a flexible, modular grid system inspired by the diamond-shaped baseball field. This adaptable framework allows for dynamic and energetic layouts, enabling flexibility with typographic sizes, styles, and proportions. Its modularity ensures consistency across various touchpoints, reinforcing the ‘Doin Damage’ identity.

The motion language is inspired by the action inside and around the diamond. It’s decisive and snappy edge to edge. Every movement has a clear intention by a specific direction and speed, indicating no hesitation in the athletes’ actions. Short holds and fast speeds define the rhythm of the sequence. The motion design was created in collaboration with Thru Motion.