EA SPORTS Unveils New Brand Identity Designed by Uncommon

Uncommon have designed and orchestrated the global brand identity and logo launch for EA SPORTS FC. The biggest brand launch in electronic games history.

The new logo has been hiding in plain sight for the past 30 years - taking direct inspiration from the iconic player control indicator that appears above every athlete in every match. The triangle. A shape that has transformed the game over and over again - from passing patterns to set plays.

The new brand identity started to make its debut over the weekend in more than 100 matches across the biggest leagues in the world. From players like Karim Benzema and David Beckham embracing the logo to fans showing their support repping merch as well as Tifo flags in their club colours hanging from every corner of their stadiums. The new identity also took over the internet trending on Twitter three hours after it first launched and fans mocking up triangular FUT cards as well as Fabrizio Romano teasing a Pepsi collab in the future.

The new brand world will live across all touchpoints of the business going forward. Watch this space.

Read more about the design story and brand launch here.