Chelsea FC
New iconography system
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.
WHAT WE DID
Iconography System, Guidelines.
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.
ON THE LINE
We identified all the digital and physical touchpoints icons that 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.
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.