OneFootball's new id adapts to the rhythm of the sport
Football had been put on hold for months as the coronavirus pandemic spread worldwide. Just in time for the lifting of the locks and the restart of the leagues, the Berlin-based soccer app OneFootball reveals a fresh look developed by DesignStudio, which is intended to capture the spirit of its Gen Z target group.
DesignStudio teamed up with Insights and strategy consultant Crowd DNA to unpack OneFootball's audience and decode their rituals, passions and preferences.
"(OneFootball) needed a brand that adapted to Generation Z," explains Vinay Mistry, Design Director at DesignStudio. "Generation Z is a generation of contrasts: they are constantly adapting, they are constantly changing and football is actually very similar. The rhythm of the game is also constantly changing. It made us think that there are actually some nice synergies there – can we define a personality for OneFootball that represents that? "
The old OneFootball logo
The focus of the project was the creation of a new logo. When examining the existing logo, the design team determined that it resembled the pictograms developed for the 1972 Olympic Games in Munich, and was of the opinion that it was too similar to the WhatsApp logo.
However, the team did not completely scrap the old logo. Instead, they disassembled it into its most important parts – legs and soccer ball – and transformed these elements into a new graphic that forms a number one and a soccer ball in relation to the brand name. The new design is immediately more contemporary, also because it eliminates the gender-specific implications of the old logo.
The visual language and tone of voice were constructed according to the concept of a “Vibesmith” who knows how to exaggerate a lot. "This" Vibesmith "- OneFootball – are the people who understand the mood. They set the tone and generate enthusiasm before the game, after the game, during the game," explains Mistry.
The team wanted to create an identity that is adaptable and can be used to transmit big events like goals or messages, but also to convey quieter moments. The key to this was the development of a generator that produces bespoke graphics created by DesignStudio and the interactive studio Artificial Rome.
The generator picks up inputs – a logo, pattern, photo, or type – that can be transformed by rotating, multiplying, or changing the color. The resulting image can then be enhanced by changing the character and animation style based on a sliding scale or “hype dial” that changes from fracture, neutral to flux.
"Fracture gets a little more nervous, it's a little more tense, it's a little bit more nail-biting. Neutral is obviously the super calm, it's what it is. And then Flux is a bit more wavy, it's a little more solemn, it flows more," explains Mistry .
"This generator actually creates every single image you see in OneFootball," he adds. "Every single pattern you have, the typography, if it starts to move or shows any interference, everything comes from this one generator." The tool instantly expands OneFootball's visual language, with a result that feels really dynamic with little effort.
The redesign starts simultaneously with the return of the leagues in Europe, which fans around the world have been looking forward to for months. While the Premier League and its peers have started again, the effects of Covid-19 can still be felt, in the empty stadiums and in the artificial crowd sounds. The situation is not lost at OneFootball, which has adapted its new range of goods accordingly. "They actually sent me a OneFootball face mask a few weeks ago," says Mistry. "It has gone from carrier bags to face masks!"