Air Jordan “Jumpman” Identity System
Date
1984
Credits
- Peter Moore 3 Designer
Format
- Logo 393
- Product 72
- Advertising 687
- Identity System 21
Brand identity system developed for Nike’s Air Jordan line, beginning in 1984. The system includes the “Jumpman” logo, derived from an early photographic image of Michael Jordan, and its application across footwear, apparel, print advertising, and packaging. The identity was introduced with the Air Jordan sneaker line and expanded into a broader visual system that spans product design, merchandising, and global marketing campaigns. Over time, the Jumpman symbol has been consistently reproduced across different product categories and media formats, functioning as a unified identifier for the Air Jordan brand.
