Variable Fonts show great promise for the future of typography, but have had few commercial applications. This is likely due to limited support in design programs, confusion about how the format can be used, and typical lag between the introduction of new technology and widespread adoption. Adidas has partnered with MCKL to create an innovative suite of variable fonts. These fonts are being used across a wide spectrum of applications, including Creative Direction, Product Design, Graphics, Communications, Digital Experiences, and the brand campaign for the upcoming World Cup. MCKL founder Jeremy Mickel will tell the story of his long collaboration with Adidas, which started in 2012 and includes the 2015 expansion of the Adineue PRO family. In 2017 they started the first Adidas Variable Font, Adineue CHOP variable: an octagonal “athletic” sans in a wide range of weights from hairline to black, and widths from extra-condensed to extra-wide. The next iteration of the project includes Adineue PRO variable, based on the geometric Adidas brand font. This talk will include discussion of the design process behind collaborating with Adidas, the production headaches and surprises associated with new technology, and the final payoff of seeing the fonts used in exciting ways.
Adidas variable fonts
Jeremy Mickel
Jeremy Mickel is primary designer and operating officer for MCKL, a Los Angeles–based design studio publishing original fonts and providing design services for clients worldwide. Founded in 2012, MCKL has collaborated with top-tier design studios, corporations, and social organizations around the world to produce custom typeface and logo services. MCKL’s work has been recognized by the Type Directors Club and the AIGA, and Mickel has taught at RISD and the Minneapolis College of Art and Design.
Leon Imas
As the Senior Director of Branding & Innovation at Adidas Global Brand Design, Leon Imas leads the look, feel, and tone of critical brand concepts and innovations. He is proud to oversee a culture of diverse creatives, working across a spectrum of disciplines and global locations. The Adidas Branding & Innovation team focuses on the creation of story and expression of future concepts, platforms, products, and technology. Each concept is created to accelerate innovation and change, driving the Adidas brand strategy toward industry and cultural disruption.