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NFL X FIT

a visual system for objects

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These aren’t the stodgy logos
or graphics your Grandpa wore.

-Steff Yotka, Editor 
Vogue.com

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VISUAL SYSTEM FOR THE NATIONAL FOOTBALL LEAGUE

The National Football League approached the Fashion Institute of Technology to set up a design competition to envision a visual system that would appeal to millennials. The only requirements were that the visual system function well with both the smallest and largest product items NFL licensees could produce. 

As the captain of team Quicksnap, I created with my teammates Eunsu Yoo, Iwona Usakiewicz, and Arpi Dayian over the course of eight months the winning system. We were guided by Professor C.J. Yeh and Christie Shin of the Fashion Institute of Technology, and the work was judged by a panel made up of Rhiannon Madden, NFL Director of Licensing, Don Brown, Director of Consumer Products, Debbie King, Vice President of Brand Strategy and Marketing, and NFL Creative Director, Chris Stackhouse. 

Using qualitative research from three groups, die-hard NFL fans, casual fans, and non-fans, we discovered that the appeal of live football was the excitement of being at a real event that could not be experienced from behind a computer or smartphone screen. Fans frequently mentioned the feeling of being alive in the midst of the competition and stunning athleticism which energized them. We decided to incorporate this into our visual language and presented it as our main creative concept. 

A constant tension existed during our design of the visual system: how do we create something that would appeal to new fans (and something we as a team would personally desire,) but wouldn't be so radically different that would cause die-hard fans to reject it? 

By mining the visual qualities and dynamics embedded in the various franchise logos, we leveraged their recognizability and the anchoring of their visual language to each individual team culture to create wholly new, never before seen combinations. Even though each execution looks completely different from any other in the set, we made them using the same process, giving them a visual cohesiveness. 

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CREDITS (in order of appearance):
DESIGH: wing-sze ho, iwona usakiewicz, eunsu yoo, arpi dayian
NFL TEAM LOGOS TRADEMARK LICENSING owned by nFL PROPERTIES, inc.  
PHOTO 1: AP Photo/Ted S. Warren
PHOTO 2:  REBEL8, rebel8.com
TYPEFACE: FLORIDA SERIAL HEAVY, ©1996 SoftMaker Software GmbH
T-SHIRT PSD MOCKUP: Rafi, GRAPHICSFUEL.COM
CARGO VAN PSD MOCKUP: MA NI, graphiceggs.com
CONVERSE PSD MOCKUP: Leanber II Ruallo
VIDEO 1: iwona usakiewicz - iwonau.com, voice-over: arpi dayian
adidas superstar psd mockup: Luís Quintal
photo 3 & 4: vogue.com
photo 5: AP Images for NFL, Courtesy of NFL
last photo: ap images for fit, courtesy of fit
VIDEO 2: More TH>N STATS, morethan-stats.com

Copyright © 2017 Wing-Sze Ho