EA Sports Launches New Brand Identity, Via Uncommon

EA Sports Launches New Brand Identity, Via Uncommon

In news that will cause teenage ears around the world to pick up, EA Sports’ longstanding FIFA series of games has ditched the FIFA branding, leading to a new look for the world’s most popular soccer game.

Creative studio Uncommon was tasked with leading the redesign and found inspiration in the triangles that indicated which footballer the player was controlling.

Triangles, of course, have long been part of soccer’s vernacular — the shape lending itself perfectly to slick interplay between soccer players.

The new identity was launched in the wild with EA Sports partners the Premier League, La Liga, Bundesliga, Serie A, Ligue 1, WSL and NWSL showing off the logo on advertising hoardings, social media posts and even club pennants in Champions League matches.

“Football comes in many colours, but only very few shapes. Through set pieces, formation design and elegant possession patterns, the language of the beautiful game is often communicated in triangles,” said David Jackson, EA Sports FC’s VP brand.

“The shape has also been deeply embedded in EA Sports football games for decades; from the isometric angles of our very first 8-bit experiences to the iconic player control indicator that appears above every athlete in every match — triangles play an essential role in the building blocks of EA Sports football experiences. We’re energised to bring this core symbol of football’s foundations to life through EA Sports FC.”

A new photography style, designed to put fans in “the heart of the game” will roll out across all brand touchpoints later this year.

“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,” said Nils Leonard, one of Uncommon’s co-founders.




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