Led day to day team building the future brand of EA Sports FC . Developed new brand within the EA Sports portfolio representing the global football space - taking a 30 year brand, respecting the heritage to propel the brand into the future, creating the future of football fandom
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The new brand takes its design inspiration directly from the beautiful game and a dominant shape in football culture that represents the sport in multiple dimensions, the triangle. The triangle has been waiting patiently on the bench for over 30 years and it’s time to finally unleash it.
It’s a shape that has transformed the game over and over again. From Cruyff to Guardiola. From passing patterns to set plays. The triangle has revolutionized the game as we know it. And it did it again — as the inspiration for the biggest football club on the planet.
The shape has also been woven into the DNA of EA SPORTS football experiences for decades; from the isometric angles of the very first 8-bit experiences and the triangular polygons that make up every pixel of the most modern games, as well the iconic player control indicator that appears above every athlete in every match. The rebrand was hidden in plain sight.
Check the journey as described by the NYT - here
Typography
The new brand guidelines include two custom, distinct and versatile typefaces each inspired by iconic playing styles created with partner F37 Foundry. The first font is inspired by the Cruyff turn — used to guide the structural forms of character stems, and construct ink traps that adhere to our triangular grid system.
The second typeface romanticizes the style and flair of Brazilian footballer, Marta. This serif font is used across editorial communications and elevated brand moments due to the simplicity of its typographic forms.
The fonts include multilingual typeface settings, specially crafted to reflect multiple language specific scripts from Latin to Arabic.
Color
EA SPORTS FC is a club for everyone, so the new brand colors had to have a broad significance and speak to fans everywhere — from Madristas to Cityzens to Flamenguistas. As such, EA SPORTS FC and its new color palette includes colors that are truly universal in football, and act as a canvas for the multicoloured nature of tribal football fandom.
Monochrome leads the palette including Boot Black and Chalk White — as well as inspiration being taken from the field of play itself — including Pitch Green and Forest Green. This fixed palette will be used across the brand’s digital and physical assets.
