JD Sports: Forever Forward

Sports fashion retailer JD Sports has unveiled Forever Forward, its new global brand identity designed to assert its position as a driving force behind elevating youth culture across the world. Signifying the retail giant’s first cohesive global brand identity, as it continues its expansion in markets including the UK, Europe, USA and APAC, Forever Forward brings together JD Sports’ unrivalled passion for celebrating youth culture, and its future-facing approach to comms, under one visual umbrella. ​The huge redesign of the brand’s identity, created by Uncommon Creative Studio, will emerge globally across the next few years, with multiple evolutions in the pipeline, across in-store, social, OOH, CRM and AV. The work also includes motion design, and an extensive design toolkit, which will be rolled out to all 38 markets. Uncommon partnered with F37 Foundry to deliver the bespoke font, and media agency Goodstuff on UK OOH placements.