Retailer JD Sports has launched a global brand identity celebrating youth culture.
Crafted by Uncommon, the refresh ‘Forever Forward’ aims to position the brand as a “driving force behind elevating youth culture”.
F37 Foundry helped the creative agency to design a bespoke font for JD Sports’ new look. The work also includes a design toolkit and motion design, which will be rolled out across 38 markets.
Louisa Craggs, head of brand at JD Sports, said: “Since our partnership with Uncommon began, we’ve loved how they’ve always pushed and challenged us to think differently.”
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“This new brand platform is the perfect example of the studio truly understanding our mission and our place within youth culture, with every last design detail so carefully considered, and the end result is better than we could have imagined,” she added.
The rebrand will roll out over the next few years across multiple channels, including in-store, out-of-home, social media and AV.
Benny Everitt, ECD at Uncommon, said “JD Sports has always been a brand at the forefront of youth culture, but with its rapid global expansion, it needed a cohesive visual identity to bring this to life globally.
“Working with brands at a pivotal moment of change is our heartland, and we’re excited to see ‘Forever Forward’ live in the world across all physical and digital touchpoints, a true representation of JD Sports’ ambitions to drive self-identity forward among this audience.”
