Studio Dumbar’s identity for Adidas’ Futurenatural reimagines hieroglyphics for the modern day

In a striking identity that matches the innovation behind the product itself, Rotterdam-based Studio Dumbar have excelled themselves in a forward-facing brand that combines the technicality of the science behind the shoe, and the organic-tone of voice from the person in front of it. Futurenatural, an innovative shoe design from Adidas, sought a dynamic identity to represent these biological and mechanical contrasts, naturally turning to Studio Dumbar for their unparalleled prowess of refined but impactful branding and superlative motion design. Recalling the great sense of excitement and collaboration felt across the studio that truly pushed the exuberance of the work in the direction they landed on, Studio Dumbar explain “the initial explorations we made were directly in static and motion,” feeling that neither one should take precedent, “especially with a project that is literally about the amplification of movement and agility,” they add. Working intimately with Adidas throughout, a member of their team flew from Portland to Studio Dumbar in Rotterdam, “accompanied by a bag full of unreleased Adidas shoes for a collaborative working session”, producing the bespoke Futurenatural wordmark alongside the in-house team. “The wordmark needed to be characteristic but versatile,” Studio Dumbar explain, “since it was going to be used in a lot of different sizes,” from the possibility of sky-high billboards, to the rubber details on the shoe itself.