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Elliott Moody
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DesignStudio’s identity for OneFootball dynamically adapts to each fan’s individual experience


DesignStudio’s identity for OneFootball dynamically adapts to each fan’s individual experience
DesignStudio’s identity for OneFootball dynamically adapts to each fan’s individual experience
DesignStudio’s identity for OneFootball dynamically adapts to each fan’s individual experience
DesignStudio’s identity for OneFootball dynamically adapts to each fan’s individual experience
DesignStudio’s identity for OneFootball dynamically adapts to each fan’s individual experience
DesignStudio’s identity for OneFootball dynamically adapts to each fan’s individual experience
DesignStudio’s identity for OneFootball dynamically adapts to each fan’s individual experience

OneFootball is a Berlin-based media company that delivers football news, stats, live scores and streaming from 200 worldwide leagues in 12 different languages. Having achieved massive growth since launching in the App Store in 2008, they employed DesignStudio’s London team to help them stay ahead of their competitors. Their old identity had grown tired and lacked visual distinction, with the icon pulled directly from the Munich 1972 Olympics and the colour too close to that of Whatsapp.

DesignStudio started by partnering with research specialist Crowd DNA, enabling them to learn more about OneFootball’s customer base, their daily rituals, emotional insights and the content they want to see. They quickly learned that no two experiences are the same, with users seeking news on different combinations of teams as well as transfer rumours, live scores, pre-game build-up and post-game celebration.

As a result, OneFootball’s new brand adapts to the rhythm of every fan through a ‘Hype The Game’ strategy that vibrantly reacts to the mood, tone and buzz of each unique situation. DesignStudio worked closely with interaction agency Artificial Rome to create OneFootball’s ‘hype generator’. Labelled as “the ultimate design tool”, it generates visuals in three varying states: Fracture, Neutral and Flux; ranging from jerky, tense movements to smooth flowing motions that affect everything from the logo and typography to the graphic patterns and imagery.

The new icon is a more straightforward, geometric and ownable evolution of the original, representing both the number ‘1’ and a player kicking a ball. Bright, acidic yellows, purples and pinks replace the generic ‘Whatsapp green’, better reflecting the platform’s dynamic user experience.

Graphic Design
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