Ahead of the release of Football Manager 26, the brand has undergone a major overhaul. Ahead of the game's November 4th release, Sports Interactive has unveiled a new visual identity that reflects the brand's long-term direction. Designed by UK-based Studio Nomad, the identity reflects the brand's long-term direction.
Nomad has been working with the Football Manager team since 2021, delivering small updates annually. However, this year, with the acquisition of official FIFA and Premier League licenses, the introduction of a women's football mode, and the transition to the Unity engine, a complete rebrand was necessary. "This isn't just a simple update; it's a strategic turning point, a defining moment for a new generation of product," said Alan Granger, Sports Interactive's Marketing Director.
The new logo draws inspiration from the three-sided shape of a soccer ball, organically combining the letters "F" and "M" into an abstract symbol. Nomad collaborated with typeface designer Miles Newlin to refine the design. "We wanted to create a universal symbol that could be used in global markets," explains Design Director George Edwards. "We aimed for a short symbol that would still be relevant 20 to 30 years from now."
The heart of the visual system is the coach's "technical area." This space, where the coach directs tactics and expresses his emotions during a game, has been reinterpreted as a central symbol of the brand. Nomad co-founder Terry Stevens said, "It's such a perfect device, you'd wonder why we hadn't thought of it before." This square element is used in both static and motion graphics to create a sense of focus and tension.
The motion design draws inspiration from the flow and rhythm of the game. Edwards explained, "We visually embodied the tension that builds gradually, like the unfolding of a match, until it explodes." The package key art also features managers directing the game within the technical area, reinforcing Football Manager's essential identity as a "managerial simulation."
The font used was "FM Universe," developed in collaboration with Pangram. It reflects both the sharp straight lines of the technical area and the flowing curves of the logo. While the previous logo was overly reliant, this rebranding was designed to combine the typeface and motion to convey the brand's presence.
The signature color, purple, has been retained, but the tones and combinations have been reorganized. "Previously, we relied heavily on color due to a lack of licensed imagery, but now we have access to a much wider range of visual assets," Granger said.
