MANUAL FINAL

Nike Corporation Office - 142 Wardour St, London W1F

Graphic Standards
Manual:
Nike SB’s Creative Culture
Nike Corporation Office - 142 Wardour St, London W1F

Thus, it is imperative that our visual
communications present a clear, consistent
image that reflects Nike SBs Creative
Cultures quality, professionalism, and
mission. The consistent use of our logo also
conveys the message that while we move
about from country to country, hitting a lot
of versatile citys we are indeed one team
of riders no matter where we are.
The Graphic Standards Manual is your
resource for maintaining this consistency
and integrity when you are producing any
communication materials for the Nike SB
Creative Culture
If you have questions that are not
answered in this manual or wish to place a
request for assistance, please contact the
Public Relations & Marketing Director.
Thank you for helping Nike maintain a
clear and consistent image that supports
our mission, an image we all build together
and of which we can be proud.
Mark Parker:
PRESIDENT & CEO, NIKE, INC
Every time someone from the Nike Pro BMX Team
communicates with the public, it contributes to our
reputation. Video parts, Pictures, Clothing, displays,
and other forms of communication represent not just
the individual or program, but the entire company.
Foreword
1.1

This manual outlines the visual standards
established for the production of various
materials in our Corporate Identification
program. These materials range from a
brand mark, logo type, lanyards, ticket
designs and event poster designs.
These visual standards result in a
consistent corporate style, one that
distinguishes us from our competition.
Such a corporate style also says something
positive about the company itself.
The objective of this Graphic Standards
Style Guide is to provide standards of
usage for; Nike SBs Creative Culture.
A corporate logo symbolizes a company’s
strength, confidence, promise of quality
and competence. Proper treatment of
a corporate logo ensures that it will
be recognized amid communications
clutter. Graphic standards are a visual
expression of our Company, and serve
as the foundation for our overall
communications strategy.
A well-managed Graphic Standards
program provides a consistent message
and image. It is extremely important that
these standards be followed precisely to
maintain the uniformity of presentation
and the necessary for successful
promotional and sales efforts.
Do not deviate, under any conditions,
from the standards set forth in this Guide.
This Guide outlines the core elements
of logo usage and how to apply them
to printed and promotional materials.
Possession of this Graphic Standards
Style Guide does not relieve the holder
from the responsibility of obtaining the
corporate approval.
items of any kind that bear Nikes Creative
Culture identity may not be produced
prior to approval by the Creative Services
Department. There are no exceptions
to this procedure. Every employee is
responsible for helping to make the
Company’s communications strategy
a success.
Please contact the Creative Services
Department if you have questions about
the policies or standards in this manual.
Identity Standards
1.2

1
2
3
Introduction
Corporate Identity
Basic Elements
Foreword . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.1
Identity Standards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.2
About this Manual . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.1
Description and Use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.1
Making of the Symbol - Mono . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.2
The Symbol - Mono . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.3
Symbol Diagram - Mono . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.4
Logotype - Mono . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.5
Making of the Symbol - Colour . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.6
The Symbol - Colour . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.7
Symbol Diagram - Colour . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.8
Logotype - Colour . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.9
Improper use of Symbol . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.10
Improper use of Logotype . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.11
Spacing Example . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.12
Surrounding Space . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.13
With other Graphic Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.14
Symbol for Stencil Application . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.15
4 Typography Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4.1
Primary Lettering Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4.2
Crouwel 68 10pt - 40pt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4.3
Secondary Lettering Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4.4
Norm - Replica 8pt - 72p . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4.5
Contents

5
Corporate Colour Palette
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5.1
Corporate Colours . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5.2
Warm Red Printing Swatches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5.3
Space Black Printing Swatches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5.4
Grey Printing Swatches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5.5
Pearl White Printing Swatches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5.6
6
Brand Application
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6.1
Creative Culture Poster Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6.2
Creative Culture Poster Diagram . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6.3
Creative Culture T-Shirt Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6.4
Creative Culture T-Shirts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6.5
Creative Culture Innertube Box & Diagram . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6.6
Creative Culture Innertube Box . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6.7
Creative Culture Sticker Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6.8
Creative Culture Sticker Application. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6.9
Letterhead & Envelope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6.10
Letterhead & Envelope Diagram . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6.11
House Flag for General Use on Land . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6.12
Contents

Historical Background
In 1997, Nike commenced production of its own line of skate shoes,
but was unable to sell to many specialist skate shops, as the market
was already strongly in favour of companies such as DC, Globe,
eS Footwear, Emerica, and Vans; Nike was not considered a core
skateboarding and BMX brand among the extreme sport community
and, therefore, did not receive the necessary level of support.
In 2002, Nike introduced the “SB” brand. The Nike SB Dunk Low model
was released, and consisted of padded tongues and collars and the
“Zoom Air” insoles; the shoe was more similar to other skate shoe
styles than the corporation’s previous attempts. After the SB Dunk’s
mediocre sales, Nike released four other models: The Nike SB Angus,
Nike SB FC, Nike SB Delta Force, and Nike SB URL.
In 2004, Nike SB signed Paul Rodriguez as a figurehead for the brand
and recruited Lewis Marnell as the sole Australian team rider during the
same period. In March of that year, Nike released the Nike Dunk SB
collection, aimed towards skateboarders in California. The associated
shoe designs differed from the previous SB Dunk range in that they
were designed specifically for skateboarding. The collection included
increased padding, Zoom Air insoles, and enhanced material quality,
including triple stitching, a standard for skate shoes.
The Plan of the Manual
The Corporate identity manual is supplemented by information sheets
that cover detailed aspects of the application, form the documentation
of the central contract for the Identity of Nike SBs Creative Culture
and incorporate various aspects of Lanyard, Poster, Typography and
other printed material.
The Corporate identity steering committee meets regularly to advise on
specific applications, to deal with any problems of implementation and
to offer help whenever it is seen to be required.
Guidance on the correct application of graphic design elements of the
Board’s Corporate Identity can be obtained from the industrial design
department Nike Corporation Office - 142 Wardour St, London W1F
Corporate Identity
About this Manual
2.1

The Symbol
The symbol stands for our trading name, Creative Culture, and is used
throughout the system. It must be accuratly rendered. Photographic
reproduction is advisable for all but the largest symbols, which may be
drawn with the aid of gridded examples given in the manual.
The symbol may be used with or without the Nike symbol when
authorised, there is a specific relationship between these two symbols.
An outline of the symbol is also avalible. On no account should the
proportions of the symbol be altered to suit particular applications.
House Colours
The house colours are Creative Culture Warm Red, Creative Culture
Space Black, Creative Culture Grey and Creative Culture Pearl White.
The use of these colours is controlled and is restricted for display
purposes. These colours are in the logo type and symbol and they
enhance one another. Creative Culture Warm Red and Creative Culture
Space Black are always used together and Creative Culture Grey and
Creative Culture Pearl White are also always used together.
Manual Distribution
This manual is distributed by the industrial design department.
Applications for individual sheets or sections should be made to
department at the appearing below.
The sheets in the manual have a two-part (or sometimes three-part)
number that uniquely identifies each page. The first number is the
Section Number. The second number is the sheet number within that
section. Where a third number is present, the sheet so identified is
connected specifically with the preceding page. For example, the sheet
reference 2/03/4 implies that the sheet is part of section 2 and that it
is on the fourth sheet of supplementary material deriving from sheet 03
in section 2 (the reference of which would be 2/03).
Corporate Identity
About this Manual
2.1

1 Basic Elements 1.1 The Symbol
The symbol consists of an overlapped ‘C’ Character that has been
joined together in a number of ways that allows the symbol to portray
a tyre prints and chainlinks.
1.2 The Logotype
The logotype consists of the word Creative Culture applied in the
primary typeface “Wim Crouwel - 68” in all lowercase lettering with an
overlap like the symbol.
1.3 Alphabet
The primary typeface used is “Wim Crouwel - 68” and the secondary
typeface used for body type is “Norm - Replica”
1.4 Corporate Colours
The four colours used consist of CC Warm Red, CC Space Black,
CC Grey and CC Pearl White, other colours have been approved for
specific applicants.
Further details of the corporations Basic Elements can be found in
following pages of this section and sections later in this manual devoted
to specific applicants.
2 Use of Symbol
The symbol must always be used on its own, without the box containing
it. It must be used horizontally. It’s imperative that the black and red
part of the symbol is at the bottom and the grey and white part is at
the top. Proportions given in this manual will be strictly followed when
applying the symbol if used. On no account will the symbol be altered
to suit particular situations.
Basic Elements
Description and use
The symbol may also be used in the colour of material when used where
fretted out or cast, engraved, stamped or woven. But only in approval in
the Industrial Design.
3.1

3 Use of Symbol and
Logotype together
The symbol and logo type are not usually used together as one element
unless authorised, however the symbol can be used as a pattern to
illustrate a piece of Nike SBs Creative Culture branding.
4 Use of Lettering
The “Wim Crouwel - 68” typeface will be used in lowercase, but use of
UPPERCASE characters when authorised.
General instructions of lettering and letter spacing will be specified
later in this manual and are to be strictly followed whenever the
alphabet is used.
5 Use of Corporate
Colours
The corporate colours (matching samples included in this section) as
laid down in the introduction and apporpiate Sections of this Manual.
They are not to be used for painting refrences and only printable
refrence.
Basic Elements
Description and use
3.1

The symbol is made out of the primary
typeface used for the identity, Crouwels 68
typeface. The diagram on the left shows a
step by step development displaying how
the symbol come together as a whole.
90°
The “C” character was turned in to a
stroke to form an outline. This outlined
“C” was then bought together for create
a small singular object that resembles a
simplified tyre print. The object was then
rotated 90° so it was on its side, then
the same object was repeated and joint
together in a similar way to previous to
create a repeated pattern.
This conceptual driven symbol design
portrays a lot of different meanings.
behind this symbol design as said earlier
it portrays a tyre print, and also when the
elements of the symbol are joint together
it portrays chainlinks another thing that is
linked together by a connection.
Basic Elements
Making of the Symbol
/Mono
3.2

This page contains camera-ready
reproduction artwork for the Creative
Culture symbol. This artwork may be
reduced or enlarged photographically.
For additional supplies on reproduction
art, contact the graphic coordinator the
Nike headquarters.
200mm
100mm
25mm
12.5mm
Basic Elements
The Symbol
/Mono
3.3

10u 10u
5u
The Creative Culture symbol should be
reproduced photographically whenever
possible. However for large applications
such as signage, the logo may be
reproduced using this grid drawing as an
accurate guide.
To achieve the best reproduction, care
should be taken to maintain the control
proportion, stroke-width and curves of
the symbol. The height of the symbol is
always half of the length of the symbol.
The stroke-width is always 1/9th of the
height of the symbol.
This diagram must be followed exactly
to ensure that the symbol is correct. No
change must ever be made to any of these
proportions. The grid constructing the
symbol is 42 units in length and 20 units in
height. The centres of all the curves fall on
intersections of the grid lines
5u
10u
20u
10u
42u
10u
20u
10u
Contact the Nike Graphics Coordinator for
advise and counsel on problems related to
reproducing the Creative Culture symbol
at large sizes.
Basic Elements
Symbol Diagram
/Mono
3.4

40mm
This logotype is the central element in
Nike SB Creative Culture visual
communications system.
80mm
Through consistent and repetitive
use as a signature device and
design element in all of Nike’s visual
communications, the logotype becomes
a visual shorthand which identifies the
Agency and symbolically embodies its
activities, achievements and goals.
120mm
In the logotype, the letters
C-R-E-A-T-I-V-E-C-U-L-T-U-R-E
are reduced to their most simplified
form. The strokes consist of 2 widths.
the ones set in CC Grey and CC Space
Black are all one width, then the strokes
on top that are coloured CC Warm Red
and CC Pearl White are a PT size smaller
evoking the qualities of unity
and technical precision.
The logotype should never be altered
or distorted in any way. It must not
be re-drawn, but rather reproduced
photographically from reproduction
artwork included.
180mm
Basic Elements
Logotype
/Mono
3.5

The symbol is made out of the primary
typeface used for the identity, Crouwels 68
typeface. The diagram on the left shows a
step by step development displaying how
the symbol come together as a whole.
90°
The “C” character was turned in to a
stroke to form an outline. This outlined
“C” was then bought together for create
a small singular object that resembles a
simplified tyre print. The object was then
rotated 90° so it was on its side, then
the same object was repeated and joint
together in a similar way to previous to
create a repeated pattern.
This conceptual driven symbol design
portrays a lot of different meanings.
behind this symbol design as said earlier
it portrays a tyre print, and also when the
elements of the symbol are joint together
it portrays chainlinks another thing that is
linked together by a connection.
Basic Elements
Making of the Symbol
/Colour
3.6

This page contains camera-ready
reproduction artwork for the Creative
Culture symbol. This artwork may be
reduced or enlarged photographically.
For additional supplies on reproduction
art, contact the graphic coordinator the
Nike headquarters.
200mm
100mm
25mm
12.5mm
Basic Elements
The Symbol
/Colour
3.7

10u 10u
5u
The Creative Culture symbol should be
reproduced photographically whenever
possible. However for large applications
such as signage, the logo may be
reproduced using this grid drawing as an
accurate guide.
To achieve the best reproduction, care
should be taken to maintain the control
proportion, stroke-width and curves of
the symbol. The height of the symbol is
always half of the length of the symbol.
The stroke-width is always 1/9th of the
height of the symbol.
This diagram must be followed exactly
to ensure that the symbol is correct. No
change must ever be made to any of these
proportions. The grid constructing the
symbol is 42 units in length and 20 units in
height. The centres of all the curves fall on
intersections of the grid lines
5u
10u
20u
10u
42u
10u
20u
10u
Contact the Nike Graphics Coordinator for
advise and counsel on problems related to
reproducing the Creative Culture symbol
at large sizes.
Basic Elements
Symbol Diagram
/Colour
3.8

40mm
This logotype is the central element in
Nike SB Creative Culture visual
communications system.
80mm
Through consistent and repetitive
use as a signature device and
design element in all of Nike’s visual
communications, the logotype becomes
a visual shorthand which identifies the
Agency and symbolically embodies its
activities, achievements and goals.
120mm
In the logotype, the letters
C-R-E-A-T-I-V-E-C-U-L-T-U-R-E
are reduced to their most simplified
form. The strokes consist of 2 widths.
the ones set in CC Grey and CC Space
Black are all one width, then the strokes
on top that are coloured CC Warm Red
and CC Pearl White are a PT size smaller
evoking the qualities of unity
and technical precision.
The logotype should never be altered
or distorted in any way. It must not
be re-drawn, but rather reproduced
photographically from reproduction
artwork included.
180mm
Basic Elements
Logotype
/Colour
3.9

[1]
[2]
[3]
The Creative Culture symbol is a
trademark of Nike SB. In order to protect
and grow the Nike SB’s Creative Culture
brand, we have a distinguishable symbol
that can be used to mark applications.
When displaying the Creative Culture
symbol please follow our standard
Trademark Guidelines.
The symbol is designed as two shapes
that interlock, to be shown freestanding
horizontally against a solid background.
The symbol must not be altered or
distorted in any way.
[4]
[5]
[6]
The effective ness of the symbol depends
on con sistently correct useage as
outlined in this manual. The examples
shown on the left illustrate some
incorrect uses of the symbol.
[1] The symbol should never be arched
or distorted and should always be
reproduced correctly.
[2] The symbol should never have a
buldge in the middle of it.
[3] The elements of the symbol should
only be interlocked horizontally.
[4] The symbol should always sit flat
rather then at at 45° angle.
[5] A gassian blur or any other blur should
never be applied to the symbol.
Basic Elements
Improper use of Symbol
[6] The symbol should only ever intersect
at the end as displayed in this manual.
3.10

[1]
[3]
[5]
Basic Elements
Improper use of Logotype
[2]
[4]
[6]
The Creative Culture logotype is a
trademark of Nike SB. In order to protect
and grow the Nike SB’s Creative Culture
brand, we have a distinguishable logotype
that can be used to mark applications.
When displaying the Creative Culture
symbol please follow our standard
Trademark Guidelines.
The logotype is designed as two words
that interlock, to be shown free standing
horizontally against a solid background.
The logotype must not be altered or
distorted in any way.
The effective ness of the logotype
depends on con sistently correct useage
as outlined in this manual. The examples
shown on the left illustrate some
incorrect uses of the symbol.
[1] The logotype should only ever be
overlapped at the bottom of the top “C”
and the top of the bottom “C”.
[2] The logotype should never be arched
or distorted and should always be
reproduced correctly.
[3] The logotype should never have a
buldge in the middle of it.
[4] The logotype should always sit flat
rather then at at 45° angle.
[5] A gassian blur or any other blur should
never be applied to the symbol.
[6] The logotype “Culture” should sit flat
like “Creative”.
3.11

10mm -8mm 6mm5 mm 11mm9 mm
10mm 11mm1 2mm1 3mm1 0mm- 6mm
Here is a spacing example displayed in
all potential states the Creative Culture
logotype can appear in.
When laying out a word, put down the
first letter. Now that the position of the
letter is fixed, check the spacing between
the first and second letters, and put down
the second letter in accordance with this
spacing. Look up the millimetres spacing
between the second and third letters, and
put down the third letter. Carry on the
same way until the word is completed.
The spacing between the lines, the
spacing between words, and the spacing
between individual letters must be correct
or the type will be hard to read.
-6.5mm
-25mm- 11mm- 11mm- 6mm- 6mm- 7mm
-7mm -3.5mm -4mm -3mm -6mm -23mm
Basic Elements
Spacing Example
3.12

-6.5mm
-25mm- 11mm- 11mm- 6mm- 6mm- 7mm
Here is a spacing example displayed in
all potential states the Creative Culture
logotype can appear in.
When laying out a word, put down the
first letter. Now that the position of the
letter is fixed, check the spacing between
the first and second letters, and put down
the second letter in accordance with this
spacing. Look up the millimetres spacing
between the second and third letters, and
put down the third letter. Carry on the
same way until the word is completed.
-7mm -3.5mm -4mm -3mm -6mm -23mm
The spacing between the lines, the
spacing between words, and the spacing
between individual letters must be correct
or the type will be hard to read.
-6.5mm
-25mm- 11mm- 11mm- 6mm- 6mm- 7mm
-7mm -3.5mm -4mm -3mm -6mm -23mm
Basic Elements
Spacing Example
3.12

X
X
In order to maintain the symbols visual
impact, it’s reserved surrounding space
must always be observed.
X
The Creative Culture symbol should
always have an area of open space or
“clear space” around it, no other graphic
or typographic element should fall within
the area specified around the logo.
X
X
X
Dimension X is equal to two units (the units
are defined earlier on in this section)
Please note that two units is the minimum
margin; It is often preferable to establish
a greater degree of isolation between the
symbol and surrounding Graphic Elements.
Basic Elements
Surrounding Space
3.13

X
X
X
In order to ensure legibility and
effectiveness certain margins separating
the symbol from other graphic materials
must be maintained.
The illustration on the left shows the
symbol in relation to another symbol, type
matter and trimmed edges.
X
X
Dimension X is equal to two units (the units
are defined earlier on in this section)
Please note that two units is the minimum
margin; It is often preferable to establish
a greater degree of isolation between the
symbol and surrounding Graphic Elements.
X
X
X
Basic Elements
With other Graphic Elements
3.14

This version of symbol is intended for
marking packing-cases, tarpaulins etc. It
must never be used for signposting or any
other application in which the complete
symbol could be used.
This symbol may be used in Creative
Culture Grey, Creative Culture Space
Black, Creative Culture Warm Red and
Creative Culture Pearl White. The warm
Red is preferred because it is highly
visible on various materials.
Do not scale this drawing, photographic
references are available from the Director
of Industrial Design.
Basic Elements
Symbol for Stencil Application
3.15

This version of symbol is intended for
marking packing-cases, tarpaulins etc. It
must never be used for signposting or any
other application in which the complete
symbol could be used.
This symbol may be used in Creative
Culture Grey, Creative Culture Space
Black, Creative Culture Warm Red and
Creative Culture Pearl White. The warm
Red is preferred because it is highly
visible on various materials.
Do not scale this drawing, photographic
references are available from the Director
of Industrial Design.
Basic Elements
Symbol for Stencil Application
3.15

Nike SB’s Creative Culture is a solid
company. This is expressed in a reliable way
and the words used convey consistency.
Our tone of voice is formal, yet friendly.
The fact is that the words we use reflect
the way we are and how we think and act.
For Creative Culture, every word counts
and every word speaks volumes about us,
it conveys everything we are.
Selecting a type family was no trivial
task, since finding a font that transmits
a historical approach to design using
typefaces that were highly in use at
the start of BMX culture, intersection,
togetherness or as one Creative Cultures
core values.
The Graphic Standards Manual is your
resource for maintaining this consistency
and integrity when you are producing any
communication materials for the Nike SB
Creative Culture
If you have questions that are not
answered in this manual or wish to place a
request for assistance, please contact the
Public Relations & Marketing Director.
Thank you for helping Nike maintain a
clear and consistent image that supports
our mission, an image we all build together
and of which we can be proud.
Typography
Introduction
4.1

ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
Another important part of the Visual
Design Program is the lettering style.
The “Wim Crouwel 68” alphabet has been
adopted for use throughout the System as
the primary face that is used to create the
symbol and the brandmark.
It is the only kind of lettering which
may be used for anything including the
symbol or logotype. The letters must
be shaped exactly as shown above, and
the only allowed is shown in the symbol
and logotype reproduction pages in this
manual and should be refereed too if
needed If this fails contact Contact the
Nike Graphics Coordinator for advise
and counsel on problems related to
reproducing the Creative Culture symbol
or logo type.
Primary Typography
Typeface: Wim Crouwel 68
Size: 90pt
Typography
Primary Lettering Style
4.2

10pt
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
12pt 14pt 16pt 18pt 20pt 22pt 24pt 26pt This page contains camera-ready
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
01234567890
-.,;:”!?
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
-.,;:”!?
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
reproduction artwork for the Creative
Culture Primary Lettering Style set in
Crouwel 68. This artwork may be reduced
or enlarged photographically.
For additional supplies on reproduction
art, contact the graphic coordinator the
Nike headquarters.
28pt 30pt 32pt 36pt 40pt
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
Typography
Crouwel 68 - 10pt to 40pt
4.3

abcdefghijklmn
opqrstuvwxyz
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
Secondary Typography
Typeface: Norm - Replica (BOLD)
Size: 54pt
Another important part of the Visual
Design Program is the lettering style.
The “Norm - Replica” alphabet has been
adopted for use throughout the System
as a companion to use with the Creative
Culture symbol and logotype. It is clear,
easy to read and looks well.
It is the only kind of lettering which may
be used for signs. The letters must be
shaped exactly as shown above, and no
deviation from this is allowed under any
circumstances.
Unlike the Creative Culture logotype
and symbol which have a uniform bar
thickness, the thickness of the strokes
and curves in the Norm Replica typeface
tend to vary to a considerable extent, and
this variation must be carefully adhered
to. It is not permission able to change the
shape of the characters by making them
either narrower or wider to make them fit
in a line, as reduced legibility and loss of
the required design quality would result.
Contrary to popular opinion, tests have
proved that signs using all upper case
(capital) letters are no more legible then
signs using both upper and lower case
(small) letters. The use of both upper and
lower case letters in signs and body type
is part of Nike SBs Creative culture design
standards, and it is mandatory. No portion
of a sign or body type be used in capital
letters only.
It will be noted that all the examples in
this manual will follow this rule.
Typography
Secondary Lettering Style
4.4

8pt
abcdefghijklmn
opqrstuvwxyz
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
10pt 12pt 14pt 16pt 20pt
abcdefghijklmn
opqrstuvwxyz
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
abcdefghijklmn
opqrstuvwxyz
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
abcdefghijklmn
opqrstuvwxyz
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
abcdefghijklmn
opqrstuvwxyz
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
-.,;:”!?
abcdefghijklmn
opqrstuvwxyz
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
This page contains camera-ready
reproduction artwork for the Creative
Culture Secondary Lettering Style set
in Norm - Replica. This artwork may be
reduced or enlarged photographically.
For additional supplies on reproduction
art, contact the graphic coordinator the
Nike headquarters.
24pt 28pt 30pt
abcdefghijklmn
opqrstuvwxyz
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
Typography
Replica - 8pt to 72pt
-.,;:”!?
abcdefghijklmn
opqrstuvwxyz
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
-.,;:”!?
abcdefghijklmn
opqrstuvwxyz
ABCDEFGHIJKLIMN
OPQRSTUVWXYZ
01234567890
4.5

Nike SB’s Creative Culture is a company
that is expressed in a bold way using a
diverse Pantone colour palate.
The fact is that the colours we use reflect
the way we are and how we think and act.
For Creative Culture, every colour counts
and communicates volumes about us, it
conveys everything we are.
Selecting a colour palate was no simple
task, since finding a selection of colours
that transmits the message that Creative
Culture are implying.
The Graphic Standards Manual is your
resource for maintaining this consistency
and integrity when you are producing any
communication materials for the Nike SB
Creative Culture.
If you have questions that are not
answered in this manual or wish to place a
request for assistance, please contact the
Public Relations & Marketing Director.
Thank you for helping Nike maintain a
clear and consistent image that supports
our mission, an image we all build together
and of which we can be proud.
Corporate Colours
Introduction
5.1

Creative Culture Warm Red
Creative Culture Space Black
Creative Culture Grey
Colour
Corporate Colours
Creative Culture Pearl White
5.2

Creative Culture Warm Red
PANTONE
179U
16pts PANTONE Warm Red 98.5
1/4pt PANTONE Black 1.5
Creative Culture Space Black
PANTONE
426M
12pts PANTONE Black 75.0
4pts PANTONE Ref.Blue 25.0
Creative Culture Grey
PANTONE
434U
5/8pt PANTONE Green 4.0
3/8pt PANTONE Warm Red 2.3
15pts PANTONE Trans.Wt. 93.7
Creative Culture Pearl White
To enhance recognition and unify
the appearance of all forms of visual
communication. Four corporate colours
have been selected.
The primary corporate colour is Creative
Culture Space Black the traditional colour
of the company. Space Black provides
the necessary continuity for the new
corporate design program, and is used
to emphasize the logo, or as a dominant
colour on printed materials.
The secondary colour is Creative Culture
Grey, a sophisticated high technology
colour that is used for prestigious or
specialized applications.
Also Creative Culture Warm red is the
primary colour to use for accents in
reproduction, it lifts the Space Black and
Grey with a warm tone.
A selection of colour swatches is
contained in this manual to control
reproduction in printed applications.
PANTONE
7541U
275pts PANTONE Trans.Wt. 75.0
25pts PANTONE Ref.Blue 25.0
100% 80% 60% 40%
Colour
Corporate Colours
5.2

PANTONE
179U
Creative Culture
Warm Red
PANTONE
179U
Creative Culture
Warm Red
PANTONE
179U
Creative Culture
Warm Red
PANTONE
179U
Creative Culture
Warm Red
PANTONE
179U
Creative Culture
Warm Red
PANTONE
179U
Creative Culture
Warm Red
Printing the Creative Culture Warm Red
on uncoated paper stocks can produce
variations in overall colour consistency.
For this reason, colour swatches are
used for visual matching. Each time the
corporate Warm Red is specified, printers
or suppliers should be given a colour
swatch sample and be required to match
it exactly. Substitutes for this specified
colour will not be acceptable and should
not be accepted.
PANTONE
179U
Creative Culture
Warm Red
PANTONE
179U
Creative Culture
Warm Red
PANTONE
179U
Creative Culture
Warm Red
PANTONE
179U
Creative Culture
Warm Red
PANTONE
179U
Creative Culture
Warm Red
PANTONE
179U
Creative Culture
Warm Red
Contact the Nike Graphics Coordinator
for advise and counsel on problems
related to reproducing the Creative
Culture Colour Palette.
Creative Culture
Warm Red
PANTONE
179U
Creative Culture
Warm Red
PANTONE
179U
Creative Culture
Warm Red
PANTONE
179U
Creative Culture
Warm Red
PANTONE
179U
Creative Culture
Warm Red
PANTONE
179U
Creative Culture
Warm Red
PANTONE
179U
Colour
Warm Red Printing Swatches
5.3

Printing the Creative Culture Warm Red
on uncoated paper stocks can produce
variations in overall colour consistency.
For this reason, colour swatches are
used for visual matching. Each time the
corporate Warm Red is specified, printers
or suppliers should be given a colour
swatch sample and be required to match
it exactly. Substitutes for this specified
colour will not be acceptable and should
not be accepted.
Contact the Nike Graphics Coordinator
for advise and counsel on problems
related to reproducing the Creative
Culture Colour Palette.
Colour
Warm Red Printing Swatches
5.3

PANTONE
426M
Creative Culture
Space Black
PANTONE
426M
Creative Culture
Space Black
PANTONE
426M
Creative Culture
Space Black
PANTONE
426M
Creative Culture
Space Black
PANTONE
426M
Creative Culture
Space Black
PANTONE
426M
Creative Culture
Space Black
Printing the Creative Culture Space Black
on uncoated paper stocks can produce
variations in overall colour consistency.
For this reason, colour swatches are
used for visual matching. Each time
the corporate Space Black is specified,
printers or suppliers should be given a
colour swatch sample and be required
to match it exactly. Substitutes for this
specified colour will not be acceptable
and should not be accepted.
PANTONE
426M
Creative Culture
Space Black
PANTONE
426M
Creative Culture
Space Black
PANTONE
426M
Creative Culture
Space Black
PANTONE
426M
Creative Culture
Space Black
PANTONE
426M
Creative Culture
Space Black
PANTONE
426M
Creative Culture
Space Black
Contact the Nike Graphics Coordinator
for advise and counsel on problems
related to reproducing the Creative
Culture Colour Palette.
Creative Culture
Space Black
PANTONE
426M
Creative Culture
Space Black
PANTONE
426M
Creative Culture
Space Black
PANTONE
426M
Creative Culture
Space Black
PANTONE
426M
Creative Culture
Space Black
PANTONE
426M
Creative Culture
Space Black
PANTONE
426M
Colour
Space Black Printing Swatches
5.4

Printing the Creative Culture Space Black
on uncoated paper stocks can produce
variations in overall colour consistency.
For this reason, colour swatches are
used for visual matching. Each time
the corporate Space Black is specified,
printers or suppliers should be given a
colour swatch sample and be required
to match it exactly. Substitutes for this
specified colour will not be acceptable
and should not be accepted.
Contact the Nike Graphics Coordinator
for advise and counsel on problems
related to reproducing the Creative
Culture Colour Palette.
Colour
Space Black Printing Swatches
5.4

PANTONE
434U
Creative Culture
Grey
PANTONE
434U
Creative Culture
Grey
PANTONE
434U
Creative Culture
Grey
PANTONE
434U
Creative Culture
Grey
PANTONE
434U
Creative Culture
Grey
PANTONE
434U
Creative Culture
Grey
Printing the Creative Culture Grey on
uncoated paper stocks can produce
variations in overall colour consistency.
For this reason, colour swatches are
used for visual matching. Each time the
corporate Grey is specified, printers
or suppliers should be given a colour
swatch sample and be required to match
it exactly. Substitutes for this specified
colour will not be acceptable
and should not be accepted.
PANTONE
434U
Creative Culture
Grey
PANTONE
434U
Creative Culture
Grey
PANTONE
434U
Creative Culture
Grey
PANTONE
434U
Creative Culture
Grey
PANTONE
434U
Creative Culture
Grey
PANTONE
434U
Creative Culture
Grey
Contact the Nike Graphics Coordinator
for advise and counsel on problems
related to reproducing the Creative
Culture Colour Palette.
Creative Culture
Grey
PANTONE
434U
Creative Culture
Grey
PANTONE
434U
Creative Culture
Grey
PANTONE
434U
Creative Culture
Grey
PANTONE
434U
Creative Culture
Grey
PANTONE
434U
Creative Culture
Grey
PANTONE
434U
Colour
Grey Printing Swatches
5.5

Printing the Creative Culture Grey on
uncoated paper stocks can produce
variations in overall colour consistency.
For this reason, colour swatches are
used for visual matching. Each time the
corporate Grey is specified, printers
or suppliers should be given a colour
swatch sample and be required to match
it exactly. Substitutes for this specified
colour will not be acceptable
and should not be accepted.
Contact the Nike Graphics Coordinator
for advise and counsel on problems
related to reproducing the Creative
Culture Colour Palette.
Colour
Grey Printing Swatches
5.5

PANTONE
7541U
Creative Culture
Pearl White
PANTONE
7541U
Creative Culture
Pearl White
PANTONE
7541U
Creative Culture
Pearl White
PANTONE
7541U
Creative Culture
Pearl White
PANTONE
7541U
Creative Culture
Pearl White
PANTONE
7541U
Creative Culture
Pearl White
Printing the Creative Culture Pearl White
on uncoated paper stocks can produce
variations in overall colour consistency.
For this reason, colour swatches are
used for visual matching. Each time
the corporate Pearl White is specified,
printers or suppliers should be given a
colour swatch sample and be required
to match it exactly. Substitutes for this
specified colour will not be acceptable
and should not be accepted.
PANTONE
7541U
Creative Culture
Pearl White
PANTONE
7541U
Creative Culture
Pearl White
PANTONE
7541U
Creative Culture
Pearl White
PANTONE
7541U
Creative Culture
Pearl White
PANTONE
7541U
Creative Culture
Pearl White
PANTONE
7541U
Creative Culture
Pearl White
Contact the Nike Graphics Coordinator
for advise and counsel on problems
related to reproducing the Creative
Culture Colour Palette.
Creative Culture
Pearl White
PANTONE
7541U
Creative Culture
Pearl White
PANTONE
7541U
Creative Culture
Pearl White
PANTONE
7541U
Creative Culture
Pearl White
PANTONE
7541U
Creative Culture
Pearl White
PANTONE
7541U
Creative Culture
Pearl White
PANTONE
7541U
Colour
Pearl White Printing Swatches
5.6

Printing the Creative Culture Pearl White
on uncoated paper stocks can produce
variations in overall colour consistency.
For this reason, colour swatches are
used for visual matching. Each time
the corporate Pearl White is specified,
printers or suppliers should be given a
colour swatch sample and be required
to match it exactly. Substitutes for this
specified colour will not be acceptable
and should not be accepted.
Contact the Nike Graphics Coordinator
for advise and counsel on problems
related to reproducing the Creative
Culture Colour Palette.
Colour
Pearl White Printing Swatches
5.6

Nike SB’s Creative Culture is a company
who believes their applied identity is an
important sector for the brand.
Without the applied graphics all the brand
would be is a concept.
The standard Graphic identity should
be applied to a variety of printed or
manufactured materials. Size, shape,
space, or visibility may necessitate using
the logo or brand mark alone.
The guidelines shown earlier in this manual
must be followed without exception. Brand
Applications shown here however, are just
examples intended to demonstrate the
flexibility and consistency of the identity
across a variety of platforms.
The Graphic Standards Manual is your
resource for maintaining this consistency
and integrity when you are producing any
communication materials for the Nike SB
Creative Culture.
If you have questions that are not
answered in this manual or wish to place a
request for assistance, please contact the
Public Relations & Marketing Director.
Thank you for helping Nike maintain a
clear and consistent image that supports
our mission, an image we all build together
and of which we can be proud.
Brand Application
Introduction
6.1

01 - 08-16
Nike SB’s Creative Culture is a solid
company that uses poster design to
advertise their events as they believe
print is one of the best ways to achieve
the publics attention when they are
wondering the streets of Barcelona.
01 - 08-16
Follow the Nike SB Pro BMX Team*
There are three poster designs that have
been created, the main poster with the
house flag design on it is to be printed
at an A1 scale only, this is to ensure that
the house flag will be legible even from a
distance, this flag is wayfinidng and will
help locate the iconic spots for the riders
taking part in the street ride.
around Spain, Barcalona to join them
on the Creative Culture Street Ride
from 10am to 8pm on the 01-08-16.
A house flag is placed at every iconic
spot that the team will be riding at.
Follow the Nike SB Pro BMX Team*
around Barcalona, Spain to join them
on the Creative Culture Street Ride
from 10am to 8pm on the 01-08-16.
An established house flag is at every
iconic spot the team will be riding at.
01 - 08-16
Follow the Nike SB Pro BMX Team*
around Spain, Barcalona to join them
on the Creative Culture Street Ride
from 10am to 8pm on the 01-08-16.
A house flag is placed at every iconic
spot that the team will be riding at.
The other two poster designs are for
advertisement purposes, they are to
advertise the event that is taking place
and are to be printed at an A2 scale when
all three posters are presented together.
*Simone Baracco - Dennis Enarson - Alex Kennedy - Chad Kerley - Garrett Reynolds
*Simone Baracco - Dennis Enarson - Alex Kennedy - Chad Kerley - Garrett Reynolds
*Simone Baracco - Dennis Enarson - Alex Kennedy - Chad Kerley - Garrett Reynolds
Brand Application
Poster Design
6.2

The Nike SB Creative Culture poster
designs have all been created on a six
column grid system that guides the
elements to work together in the right
proportion to one another.
To achieve the best reproduction, care
should be taken to maintain the control
proportion, stroke-width and curves of
the symbol. The height of the symbol is
always half of the length of the symbol.
The stroke-width is always 1/9th of the
height of the symbol.
It is the only kind of poster designs
which may be used for wayfinding and
advertising. The elements must be
shaped exactly as shown above, and no
deviation from this is allowed under any
circumstances.
Brand Application
Poster Diagram
6.3

The Nike SB Creative Culture T-shirt
designs consist of a simple white tshirt
design with the symbol on the left chest.
The symbol has been scaled to a size
that does not overpower the shirt yet
is still visible from a distance printed at
40mmx85mm.
This T-Shirt design will be worn by the Nike
team that are participating in the event
and will only be given away to people that
deserve at the event, this design on the
shirt is not for sales purposes.
To achieve the best reproduction, care
should be taken to maintain the control
proportion, stroke-width and curves of
the symbol. The height of the symbol is
always half of the length of the symbol.
The stroke-width is always 1/9th of the
height of the symbol.
The elements must be shaped exactly as
shown above, and no deviation from this is
allowed under any circumstances.
Brand Application
T-Shirt Design
6.4

The Nike SB Creative Culture T-shirt
designs consist of a simple white tshirt
design with the symbol on the left chest.
The symbol has been scaled to a size
that does not overpower the shirt yet
is still visible from a distance printed at
40mmx85mm.
The back print of the T-Shirt consists of
an element that has been taken from one
of the poster designs for consistency.
This T-Shirt design will be worn by the Nike
team that are participating in the event
and will only be given away to people that
deserve at the event, this design on the
shirt is not for sales purposes.
The elements must be shaped exactly as
shown above, and no deviation from this is
allowed under any circumstances.
Brand Application
T-Shirts
6.5

20’’
Will Replace Sizes:
x1.85 / x2.00 / x2.10
SCHRADER VALVE x2.25 / x2.35 / x2.40
SCHRADER VALVE
€FREE
Instructions:
[1] Remove the wheel.
[2] Starting at the valve, remove
the tyre.
[3] Inspect the tyre to determine
if there is something caught
which may cause a second puncture.
[4] Partially inflate the new tube.
[5] Place the valve through the valve
hole in the rim.
[6] Place the tube in to the rest of the
tyre starting at the valve.
[7] Re-fit tyre by pushing back on to
the rim, ensuring the beading of the
tyre sits against the rim.
[8] Pump tyre to your desired pressure.
[9] Re-fit the wheel.
€FREE
20’’
20’’
Will Replace Sizes:
x1.85 / x2.00 / x2.10
SCHRADER VALVE x2.25 / x2.35 / x2.40
50mm
50mm
50mm
40mm 40mm
15mm
15mm
€FREE
20’’
Will Replace Sizes:
x1.85 / x2.00 / x2.10
SCHRADER VALVE x2.25 / x2.35 / x2.40
120mm
SCHRADER VALVE
Instructions:
[1] Remove the wheel.
[2] Starting at the valve, remove
the tyre.
[3] Inspect the tyre to determine
if there is something caught
which may cause a second puncture.
[4] Partially inflate the new tube.
[5] Place the valve through the valve
hole in the rim.
[6] Place the tube in to the rest of the
tyre starting at the valve.
120mm
120mm
[7] Re-fit tyre by pushing back on to
the rim, ensuring the beading of the
tyre sits against the rim.
[8] Pump tyre to your desired pressure.
[9] Re-fit the wheel.
120mm
€FREE
20’’
20’’
Will Replace Sizes:
x1.85 / x2.00 / x2.10
SCHRADER VALVE x2.25 / x2.35 / x2.40
120mm
50mm
50mm
50mm
50mm
15mm
40mm 40mm
50mm
50mm
The Nike SB Creative Culture Inner Tube
box has been designed to contain tubes
for the public and the Nike Team as blow
outs are a common occurrence in BMX.
The Creative Culture Inner Tube box
must be reproduced as shown whenever
possible.
To achieve the best reproduction, care
should be taken to maintain the control
proportion, stroke-width and curves of
the symbol.
This diagram must be followed exactly
to ensure that the symbol is correct. No
change must ever be made to any of
these proportions.
Contact the Nike Graphics Coordinator
for advise and counsel on problems
related to reproducing the Creative
Culture Inner Tube box.
Brand Application
Inner Tube Box & Diagram
6.6

The Nike SB Creative Culture Inner Tube
box has been designed to contain tubes
for the public and the Nike Team as blow
outs are a common occurrence in BMX.
The Creative Culture Inner Tube box
must be reproduced as shown whenever
possible.
To achieve the best reproduction, care
should be taken to maintain the control
proportion, stroke-width and curves of
the symbol.
This diagram must be followed exactly
to ensure that the symbol is correct. No
change must ever be made to any of
these proportions.
Contact the Nike Graphics Coordinator
for advise and counsel on problems
related to reproducing the Creative
Culture Inner Tube box.
Brand Application
Inner Tube Box
6.7

The Creative Culture symbol should be
reproduced photographically whenever
possible. The Nike SB Creative Culture
sticker design consists of the symbol
printed on a translucent sticker that takes
the colour its stuck on in to consideration.
The stickers dimensions are 30mmx60mm
and will be given away at the event.
To achieve the best reproduction, care
should be taken to maintain the control
proportion, stroke-width and curves of
the symbol. The height of the symbol is
always half of the length of the symbol.
The stroke-width is always 1/9th of the
height of the symbol.
The sticker design must be shaped
exactly as shown, and no deviation from
this is allowed under any circumstances.
Contact the Nike Graphics Coordinator for
advise and counsel on problems related to
reproducing the Creative Culture symbol
at large sizes.
Brand Application
Sticker Design
6.8

The Creative Culture symbol should be
reproduced photographically whenever
possible. The Nike SB Creative Culture
sticker design consists of the symbol
printed on a translucent sticker that takes
the colour its stuck on in to consideration.
The stickers dimensions are 30mmx60mm
and will be given away at the event.
To achieve the best reproduction, care
should be taken to maintain the control
proportion, stroke-width and curves of
the symbol. The height of the symbol is
always half of the length of the symbol.
The stroke-width is always 1/9th of the
height of the symbol.
The sticker design must be shaped
exactly as shown, and no deviation from
this is allowed under any circumstances.
Contact the Nike Graphics Coordinator for
advise and counsel on problems related to
reproducing the Creative Culture symbol
at large sizes.
Brand Application
Sticker Application
6.9

Nike SB’s Creative Culture letterheads
and envelopes are standard government
sizes: 8½2”x11”(21 .6 cm. x27.9 cm.)
letterheads and 4¼”x 9½’ (10.5 cm.x24.1
cm.) #10 envelopes.
A 33mm Creative Culture symbol is
always used in combina tion with 16 pt.
Norm - Replica Bold (large typog raphy)
and 12 pt.Norm - Replica Regular (body
typography).
The letterhead and envelope may be
printed in either of one standard color
schemes. the logotype is printed in
Creative Cultures house colours with all
typog raphy and postal indicia in black.
Contact the Nike Graphics Coordi nator for
advice and counsel on problems related to
letterheads and envelopes.
Brand Application
Letterhead & Envelope
6.10

210mm
10mm
10mm
10mm
Letterhead
*10mm Margin
*The Nike and Creative Culture symbol
sit flush with the surrounding margin.
*The body type starts 47mm in to the
composition, sitting on the second
column of the grid.
Envelope
*10mm Margin
*The Nike and Creative Culture symbol
sit flush with the surrounding margin.
*The recipient of the letter should always
be set 60mm in from the left.
47mm
10mm
210mm
297mm
10mm
10mm
10mm
4mm
10mm
100mm
4mm
60mm
Brand Application
Letterhead & Envelope Diagram
6.11

USE: Sometimes when reffering to your
friends directions finding iconic spots
can be hard, on the day of the Creative
Culture street ride there will be these
house flags showing the public where
the iconic spots are.
COLOUR: White - Coloured CC symbol
Flags should not be dry-cleaned, no should
they be left raised overnight, but taken
down at dusk, dried and rolled (not
folded) and stored.
Table for assessing flag size according to
site height:
Height, ground to top
15-20 feet (4.5-6m)
21-25 feet (46-7.5m)
26-35 feet (7.5-10.5m)
36-45 feet (10.5-13.5m)
46-60 feet (13.5-18.5m)
above 60 feet (above 18.5)
Flag size
2ydsx1yd*(1.8mx0.9m)
2½x1¼yds(2.3mx1.15m)
3ydsx1½yds*(2.75mx1.37m)
4ydsx2yds*(3.65mx1.82m)
5ydsx2½yds(4.57x2.28m)
6ydsx3yds*(5.48mx2.74m)
*standard size
Brand Application
House Flag for General use on land
6.12

USE: Sometimes when reffering to your
friends directions finding iconic spots
can be hard, on the day of the Creative
Culture street ride there will be these
house flags showing the public where
the iconic spots are.
COLOUR: White - Coloured CC symbol
Flags should not be dry-cleaned, no should
they be left raised overnight, but taken
down at dusk, dried and rolled (not
folded) and stored.
Sometimes it is too expensive to print a
high number of flags and an A1 poster
with the house flag will take the place.
Brand Application
House Flag for General use on land
6.1