JordanVisual Identity

Overview

For 2026, WØRKS partnered with Jordan Brand to develop a future-facing visual identity system for the line, creating a typographic language that could honor Jordan’s legacy while moving it into a new cultural era. Our approach began by studying the moments, materials, and references that helped Jordan transcend basketball. From the visual language of the 1990s to the typography of the Air Jordan 14, the detailing inside select sneakers, MJ’s eyewear, cars, and watch collection, we built a system rooted in the world around the brand as much as the brand itself. At the center is a bespoke suite of typographic marks for key expressions including Air, Flight, Jordan, 23, and Streetwear. Extended proportions, uniform letter heights, subtle irregularities, and precise cuts create a language that feels sharp, refined, and unmistakably Jordan. The system also introduces supporting symbols and graphic devices that expand the Jumpman universe without competing with it. Oval frames inspired by MJ’s eyewear, motorsport-influenced forms, and compressed silhouettes bring speed, precision, and structure across the identity. Designed to move across apparel, footwear, trims, packaging, campaigns, retail, and digital experiences, the final system positions the new identity as an evolution of Jordan Brand’s legacy. Rooted in history, shaped by culture, and built for the future of sport and style.