Overview
London Football, previously known as the London Football Association, has supported grassroots football for over a century. As the city and the game evolved, the organisation recognised that its old identity felt formal, outdated and disconnected from the people who make football thrive across London. A new identity was needed to reflect a modern, diverse and energetic football culture.
London Football, previously known as the London Football Association, has supported grassroots football for over a century. As the city and the game evolved, the organisation recognised that its old identity felt formal, outdated and disconnected from the people who make football thrive across London. A new identity was needed to reflect a modern, diverse and energetic football culture.
Project Scope
I was responsible for defining the motion language for the rebrand. This included creating the animation style for the logo, developing typographic motion, building branded assets for social and digital use, and shaping a motion system that aligned with the visual identity and the spirit of football in London.
Approach:
I collaborated with the creative team to design and define the motion direction and visual language for the rebrand. Inspired by the design system and typography rooted in London’s street culture, I developed a motion style that was bold, confident, and full of momentum. From the animated logo to dynamic typographic treatments, every movement was crafted to capture the pace of the game and the energy of people in motion across the city.
Outcome:
The refreshed identity helped reposition London Football as a more inclusive, forward-thinking, and community-focused organisation. The new brand presence brings clarity, energy, and a renewed sense of purpose across digital and social channels, supporting their mission to unite and inspire players, referees, volunteers, and fans under the banner: Football for All. London for All.
I was responsible for defining the motion language for the rebrand. This included creating the animation style for the logo, developing typographic motion, building branded assets for social and digital use, and shaping a motion system that aligned with the visual identity and the spirit of football in London.
Approach:
I collaborated with the creative team to design and define the motion direction and visual language for the rebrand. Inspired by the design system and typography rooted in London’s street culture, I developed a motion style that was bold, confident, and full of momentum. From the animated logo to dynamic typographic treatments, every movement was crafted to capture the pace of the game and the energy of people in motion across the city.
Outcome:
The refreshed identity helped reposition London Football as a more inclusive, forward-thinking, and community-focused organisation. The new brand presence brings clarity, energy, and a renewed sense of purpose across digital and social channels, supporting their mission to unite and inspire players, referees, volunteers, and fans under the banner: Football for All. London for All.