Typographic direction.
Crest design.
Colour palette.
Gradients.
Mockups.
P
Bold variation for headings (H1, H2, H3)
Regular variation for body text (P)
Font of the UAL logo
Minimal, legible & versatile
P
Ornamental, heraldic, artistic
Contrasts the functionality of Helvetica
Italic: Conveys motion
Original composition & key elements maintained
Enhanced detail in bull & dragon
Reduced unnecessary elements for legibility & scaleability whilst maintaining heraldic aesthetic
Secondary minimal crest for different contexts
Interchangeable "FC" text for other UAL sports teams
Ornamental crest must have a minimum width of 300px
ARTS crest must have a minimum width of 200px
Simplified crests must have a minimum width of 100px
Black & white: Legibility
Blue & pink: ARTS SU
Black & white: Legibility
Blue & pink: ARTS SU
Home, away, training & quarter zip concepts with new crests
Swirling gradients to convey sense of motion
Visual distinctions between types of posts
Match information templates for social media.
Player portraits for social media.
Additional motion assets for social media.