DesignStudio has created vibrant new branding for the football app, including an updated logo, a visual generator and a content strategy built around the idea of a ‘vibesmith’
“[OneFootball] needed a brand that adapted to Generation Z,” explains Vinay Mistry, design director at DesignStudio. “Generation Z is a generation of contrasts: they’re constantly adapting, they’re constantly changing, and football’s actually very similar. The rhythm of the game changes constantly as well. It made us think, actually there’s some lovely synergy there – can we define a personality for OneFootball that represents that?”
At the core of the project was the creation of a new logo. While researching the existing logo, the design team noticed its resemblance to the pictogramsdeveloped for the 1972 Olympic Games held in Munich, and also felt it was too similar to WhatsApp’s logo.
However, the team didn’t scrap the old logo altogether. Instead, they broke it down to its key parts – legs and football – and repurposed these elements into a new graphic forming a number one and a football in reference to the brand name. The new design is immediately more contemporary, partly because it does away with the gendered implications of the old logo.