As Wired reports, London studio Sawdust recently finished off a project for Nike: creating a new typeface that represents LeBron James. It’s called “LeBron James.” (See above and below.)
Jonathan Quainton and Rob Gonzalez of Sawdust came up with a structure for letters and numbers that really captures the dominance of James both on- and off-court.
From Wired: “The resulting typeface is broad, commanding, and athletic-looking. It has a low x-height and a shape that manages to be boxy without looking sluggish. It calls to mind a jersey as readily as it does a noble crest—a typeface to rule over all other typefaces.”
This article appears in Dec 2-8, 2015.
……..it’s a typeface.