Football comes in many colours, but very few shapes. The new brand took design inspiration directly from the beautiful game and a dominant shape in football culture - the triangle.

From Cruyff to Guardiola. From passing patterns to set plays. The shape has also been deeply embedded in EA’s football games for decades; from the isometric angles of its very first 8-bit experiences to the iconic player control indicator that appears above every athlete in every match.

The triangle has been waiting patiently on the bench for over 30 years and it was time to finally unleash it.

EA Sports announced that their biggest franchise - FIFA (a game with over £20B in revenue and 150M players, globally) would be breaking up with its namesake.

The world’s largest sports game would be renaming itself EA Sports FC. We were tasked with building the new brand.

Turning a purist design project into what the BBC called ‘the biggest rebrand in entertainment history’.

EA Sports announced that their biggest franchise - FIFA would be breaking up with its namesake. The world’s largest sports game would be renaming itself EA Sports FC. We were tasked with building the new brand.

Few brands get noticed. Even fewer make their way into language. FIFA, though, had become a noun. “Do you wanna play FIFA?” was a catchphrase of millions of football fans from Tokyo to Toronto, Sydney to Singapore, London to Los Angeles. To secure the future of the world’s biggest sports game franchise, we’d need to do more than design an identity - we’d need to claim the brand a place in fan culture.

FC would 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 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 romanticises the style and flair of Brazilian footballer, Marta. This serif font will be used across editorial communications and elevated brand moments due to the simplicity of its typographic forms. The fonts will include multilingual typeface settings, specially crafted to reflect multiple language specific scripts from Latin to Arabic.