EA Sports has teamed up with Uncommon Creative Studio to rebrand the best-selling FIFA series as EA Sports FC. It has announced that it will become an EA SPORTS platform that creates, innovates, and grows new soccer experiences through console, mobile, and online platforms.
From the triangular passing technique or set play to the top triangle that marks the player character in the game. The new brand takes the motif of a triangle that has had a huge impact on football in general. Short videos combined with various team color patterns are cool. In collaboration with BUCK, we also created a motion design system inspired by the movement of the game itself. Triangular grids have been incorporated into all graphic languages.
I created two custom typefaces. One features ink traps that follow a triangular grid system, inspired by Cruyff turns, one of football techniques. Another typeface is a simple and attractive display typeface inspired by the style of Brazilian player Marta. It is said to support multiple language-specific scripts, from Latin to Arabic.
It is creative in that it connects the elements that have had a great influence on football to the characteristics of our game. It is attractive that it is applied to various environments using a triangular grid. However, the attempt to somehow attach EA Sports to FC, which is firmly formed in a triangle, feels a bit awkward. I only remembered FIFA as a game, but I'm looking forward to expanding it to a wider area with this opportunity.
