The next chapter: EA SPORTS FC and Uncommon launch new global brand identity
EA SPORTS has revealed a first glimpse of the interactive future of football, with EA SPORTS FC unveiling its new brand vision, identity and logo designed by Uncommon Creative Studio.
FC will become EA SPORTS platform to create, innovate and grow new football experiences, connecting hundreds of millions of fans through console, mobile, online and esports products.
The new logo has been hiding in plain sight taking inspiration from the iconic player control indicator that appears above every athlete in every match.
The new brand takes its design inspiration directly from the beautiful game.
It's 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 revolutionised the game as we know it. And it’s set to do 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 our very first 8-bit experiences and the triangular polygons that make up every pixel of our most modern games, as well the iconic player control indicator that appears above every athlete in every match.
The global brand launch
EA SPORTS FC™ made a bold debut in more than 100 matches across the biggest leagues in the world to mark the start of the global brand launch.
Football fans saw the new brand identity in the wild for the first time through EA SPORTS partners the Premier League, La Liga, Bundesliga, Serie A, Ligue 1, WSL, NWSL and more.
Voices from across the world of global football are joining EA SPORTS to begin a new era for the game, with hundreds of leagues, teams, brands and athletes sharing the EA SPORTS FC™ logo through their platforms including Beckham and Zidane.
The new brand world also made a number of surprise appearances dominating its presence across games including: Tottenham v Brighton, Dortmund v Union Berlin, Liverpool v Arsenal and Real Madrid v Villareal.
Fans attending these games were fully immersed in the new identity with EA SPORTS FC™ tifos in their club colours displayed outside stadiums, as well as limited edition merchandise from official stands outside the stadiums. Merch includes pin badges, scarfs, flags and stickers all in the according club colours.
The new brand identity inspired by the triangular control symbol has also been embraced by the internet — with fans mocking up FUT cards and brand collabs including the new logo.
Nils Leonard, co-founder at Uncommon said: “Clients tend to approach the studio in a moment of change. The task of partnering with EA Sports to brand not only one of the most iconic games ever to exist, but also arguably the biggest football club in the world was irresistible. Without knowing it, the new logo had been in our hands for almost 30 years. Above the heads of our heroes. Between passes and the feet of legends celebrated the world over. Discovering the FC marque within the triangle so fundamental to the beautiful game was thrilling. To anyone that’s ever kicked a ball, with their foot or their thumb, we hope this does the beautiful game justice.”
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