After Electronic Arts departed its partnership with global soccer organization FIFA, the gaming publisher looked to rebrand its soccer properties to EA Sports FC, releasing the new look last week. EA collaborated with London-based creative studio Uncommon to create a new logo, typography and palette and then worked with design studio Buck on the motion graphics.
The new logo starts with the triangle that has been “hiding in plain sight” for decades, according to Uncommon, appearing over the players’ heads in the video game as well as forming the basis of plays. Character builds also start with triangle-shaped polygons.
The triangle logo exists in three different executions, Uncommon says: as a primary logo, a two-letter product prefix and an authenticity mark.
Uncommon also devised two custom typefaces for the brand, each inspired by influential players: Legendary Dutch forward and midfielder Johan Cruyff, who revolutionized the game in the 70s, and Brazilian Marta Silva, who is considered by many to be the best female player in the world
Cruyff’s sans serif font is inspired by the “Cruyff turn,” in which the forward used a sharp 60-degree turn to evade defenders:
Silva’s serif font is intended to “romanticize” the female footballer’s style, and will be used across editorial communications and “elevated brand moments.”
Each typeface will accommodate language-specific scripts, such as Latin, Arabic, Cyrillic, Greek and so forth.
The palette is a neutral boot black and chalk white, highlighted with light and dark greens, named pitch green and forest green. Grey hues – called turnstile and terrace grey, reminiscent of the metal and concrete used to build stadiums and the subways that bring fans – complete the set.
EA Sports FC launches later this year.
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