Chelsea FC

New iconography system.

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WHAT WE DID

Iconography system, Guidelines

An adaptive icon system for Chelsea Football Club. This unification helps to maintain a consistent visual appearance in line with the famous Chelsea crest and their brand typeface.

A SIMPLIFIED SOLUTION

As with any brand that has multiple fan and business touchpoints, following a full review Chelsea Football Club found their iconography to be inconsistent, confused and unfit to set foot on the pitch. We worked with the brand team to create a unified, simple solution to this identity problem.

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ON THE LINE

We identified all the digital and physical touchpoints icons were used across the entire business and devised a new icon system that would work seamlessly across screens and signage. Based on their brand typeface, Chelsea Basis and the club crest, the new linear icons have been developed on a grid system to maintain consistency and legibility.

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SLEEK AND PRECISE

Using the new grid system, we drew over 100 new icons for the club to use across the business and provided them with 5 guiding design principles, as well as a full set of guidelines and rules to effectively roll-out the icons across hundreds of touchpoints from stadium signage to the 5th stand mobile app.

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