JD Sports Forever Forward

Forever Forward — JD Sports new global visual identity celebrates the momentum of youth culture.

A 10° angle taken from the logo is the design principle used to represent the forward motion of the brand.

This is the driver informing the brand design elements: typography, motion system, layout and grid system and ensures consistency across a massive global multi-platform output.

The JD Sports brand lives on screens across retail spaces, mobile apps, online shopping, etc. We crafted a visual language that places the motion design system at the forefront of the brand engagement in these spaces. The forever forward brand world is translated into every kinetic movement of the design elements, affirming the momentum that drives the JD Sports mission.

JD FF Logo Lockup

Motion System

Hype Reel

JD FF Marks

Sizzle Reel

Grid System

IRL examples

Motion Design Direction: Pedro Mota

Agency: Uncommon Creative Studio