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Nike FC Dubai

Morcos Key

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Nike FC Dubai specimen from Morcos Key

A graphic identity system for Nike's Dubai flagship built on Arabesque-inspired geometric patterns and typography celebrating the first FIFA World Cup hosted by an Arab country.

About

Morcos Key developed an energetic kit of modular patterns and typographic elements that participants can re-mix into new combinations using a curated colour palette. Each of the four patterns represents a distinct value: Courage, Leadership, Creativity and Collaboration. The system was created to support a bespoke jersey collection and in-store experience at Nike's Dubai flagship.

Classification

The project centres on pattern-based typography inspired by Arabesque geometry, suggesting a decorative display application rather than a text typeface.

Languages

LatinArabic

Tags

arabicgeometricarabesquepatternsdisplaybrandingsportscultural