As of last month, Flyknit got its own visual identity. London design studio ManvsMachine created it for Nike’s 2016 Innovation Summit, along with an otherworldly 80-second, animated promotional film that turns a hallucinogenic, kaleidoscopic lens on the Flyknit technology. Because Flyknit products are woven together from many, many threads, ManvsMachine used that motif to create the main graphic components of both the new Flyknit logo and the video. The typeface is an adaptation on Objektiv, a font from Dalton Maag’s foundry that is built according the golden ratio. ManvsMachine’s spin on it introduces some slight curves, giving it a subtly unspooled look.