01

Typography

Typographic direction.

02

Crest

Crest design.

03

Colours

Colour palette.

04

Gradients

Gradients.

05

Mockups

Mockups.

H1

H2

H3

P

Helvetica Neue

Bold variation for headings (H1, H2, H3)
Regular variation for body text (P)
Font of the UAL logo
Minimal, legible & versatile

H1

H2

H3

P

Gallique

Ornamental, heraldic, artistic
Contrasts the functionality of Helvetica
Italic: Conveys motion

crest simplified
crest detailed
bull
dragon

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

original crest

Sizing

crest sizing

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

Colours

black
white
blue
pink

Black & white: Legibility
Blue & pink: ARTS SU

Monogram

monoblack
monowhite
monoblue
monopink

Black & white: Legibility
Blue & pink: ARTS SU

Kit Concepts

home kit back
home kit front
home shorts kit back
home shorts kit front
away kit back
away kit front
away shorts kit back
away shorts kit front
training kit back
training kit front
training zip back
training zip front

Home, away, training & quarter zip concepts with new crests

Gradients

gradient 01
gradient 02
gradient 03
gradient 04
gradient 05
gradient 06
gradient 07
gradient 08
gradient 09

Swirling gradients to convey sense of motion

Visual distinctions between types of posts

Post Templates

teamsheet
lineup
update
result

Match information templates for social media.

Profile Templates

will
tom
hugo

Player portraits for social media.

Video Content

bull landscape
dragon landscape
bull portrait
bull portrait

Additional motion assets for social media.