Nike Swim. Modern waves

The wordmark of Nike line of swimming gear is featured by following:

1. The text merges into a wave, conveying the image while maintaining readability.
2. The pleasant rhyme of “M” and “W”, as well as the contrast between curved and straight strokes, adds to the design.
3. The fashionable and modern character is achieved partly through the typography, which has been consistent for almost 40 years.
4. Interestingly, in this lockup, “swim” is centered with optical compensation and is placed close to the wordmark, creating additional tension.

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