FOOTBALL EXPRESS / BRAND GUIDELINES / V1.0
One identity.
Every
expression.
The marks, the language and the details that bring Football Express into focus.
A practical guide for designers, developers, agencies and partners. Brand Design System V1.0.
FOOTBALL EXPRESS / EDITORIAL COMPOSITION
A SYSTEM TO WORK WITH
Recognizable in a moment.
Consistent in every detail.
Start with the identity. Understand the visual language. Then find the right asset for the work in front of you.
Apply the identity consistently. Check the intended use and permission for each asset before sharing it.
01 / THE FOOTBALL EXPRESS SYSTEM
Distinctive.
By design.
Keep the lowercase letterforms, yellow check, two red fields and complete hexagonal separator. Use the supplied artwork, unchanged.
SOURCE-DERIVED OUTLINES / NEVER RETYPETWO FIELDS. ONE COMPLETE MARK.Make the right choice.
Compare supplied variants and backgrounds. Toggle clear space to see how the mark should sit in a composition.
One established identity. Always use the supplied artwork.
Keep the lowercase fe and wordmark, yellow check, two red square fields and hexagonal separator. The square working master has conservative reconstructed contours; this guide makes no exact historical recovery claim.
Primary wordmark on white. Clear space H/4 around the complete visible artwork.
Construction and source limits
Do not rebuild from this diagram. H is the complete visible wordmark height, including check and descender; S is the square's outer edge. Original source-derived wordmark outlines and supplied square geometry remain unchanged.
Clear space and minimum sizing
Keep H/4 clear on every side. Communication floor: 240 CSS px wide.
Keep S/8 outside the square. 48px for separator detail; 32px compact recognition. 16/24px favicon fallback loses detail.
Phase 1 horizontal 360px / vertical 240px. Print proof floors 45mm wordmark / 15mm square remain provisional.
Correct and incorrect use
Never retype, change case, flatten the fields, remove the separator, move the check or add IN/.in. Use the square where a full wordmark cannot fit at its communication minimum.
02 / THE FOOTBALL EXPRESS SYSTEM
Red leads.
The system follows.
A defined digital palette, used with purpose. Select a specimen to copy its HEX value.
Use the designated digital RGB values. Print profiles, calibrated proof and supplier approval remain open; no CMYK or Pantone equivalence is asserted.
03 / THE FOOTBALL EXPRESS SYSTEM
Clear words.
Strong presence.
Open Sans for brand communications. Original outlined artwork for the logo. Inter remains the existing product UI font.
in focus.
abcdefghijklmnopqrstuvwxyz
0123456789 — ( ) & + / ? !
Type specimen only. This is not a new brand slogan.
Typography rules, weights and source
Open Sans supports brand communications. The logo is outlined artwork, never live typesetting. Inter remains the existing product UI font; this prototype changes no product typography.
Local Open Sans 400, 600 and 800 are included with their existing SIL Open Font License. No font service is contacted. These specimen words are descriptive examples, not a new brand slogan.
800 · fluid 40–78px · line-height 1.04.
800 · 30–42px. Body 400 · 16px / 1.65.
600 · 14px. Sentence case and semantic headings.
04 / THE FOOTBALL EXPRESS SYSTEM
A language
with an edge.
Our existing hexagon-derived geometry carries the identity beyond the logo. One pattern family, one clear reading field.
Pattern, graphic element and layout rules
Use the selected Phase 2 language as quiet structure. Choose one family per composition and keep copy and logos on solid fields. These references are internal working standards, not platform implementation permission.
Graphic elements and backgrounds
Layout principles
Use a clear reading axis, one main accent group, quiet margins and consistent alignment. Scale geometry uniformly. Keep at least 55% clear field in the Field Cut composition. Stack wide layouts on small screens; never shrink editorial text to fit an artboard.
05 / THE FOOTBALL EXPRESS SYSTEM
Football has
a human side.
Art direction protects the moment: the faces, the ball and the context. Rights and truthful captions come first.
Photography, illustration and usage guidance
Illustration
The Phase 2 geometric illustrations explain states without replacing a text message. Use the supplied light or dark artwork on its intended field. The 160px recommended illustration width is a reference, not a product integration approval.
Photography
No cleared photographic download is supplied here. Use genuine licensed event photography for news: preserve caption, date, credit and factual context. Record permitted media, territory, duration, releases and team/player/venue restrictions.
Protect faces, ball, hands and context. Review separate portrait and landscape crops; reflow when the crop fails.
Use a solid holding area. Preserve natural skin tones; avoid heavy red effects and misleading alterations.
Earlier generated imagery is composition-only evidence. It is not real match documentation, endorsement or cleared commercial photography.
06 / THE FOOTBALL EXPRESS SYSTEM
The same identity.
A different canvas.
A coherent voice across social and marketing. Illustrative templates show composition; sample fixtures and content are fictional.
01 / MATCHDAY SQUARE02 / SCORE PORTRAIT
03 / CAMPAIGN LANDSCAPEAPPLICATION COMPOSITION / CHECK CONTENT AND RIGHTS BEFORE USE
Ten Phase 4 templates cover matchday, final score, lineup, news, quote, statistic, transfer, campaign, video cover and banner. Examples are fictional. Verify source, timestamp, timezone, rights, facts and platform crop before release.
Use editable SVG for copy changes and outlined SVG for portable review. Sizes are working presets; verify the current requirements for your channel.
Find social and marketing assets →07 / THE FOOTBALL EXPRESS SYSTEM
Out of the screen.
Into the world.
Stationery, signage and merchandise examples show the visual system. Supplier proofs and installation review are required before production.
Stationery, signage, merchandise and production limits
Stationery, signage and merchandise are flat design studies. They preserve the working identity; they are not supplier-ready production approvals.
Confirm supplier dielines, bleed, color profile, process, lighting, substrate and calibrated physical proofs. File dimensions alone do not establish readiness for print or fabrication.
08 / THE FOOTBALL EXPRESS SYSTEM
Made to move.
Designed to hold.
A whole-mark reveal, a readable final frame and intentional sound. The identity stays intact in every state.
Reveal the whole supplied lockup. Never separate the check, redraw the mark or animate the separator independently. The motion below is an isolated presentation study.
Static final layout. Playback is user initiated.
Audio identity
An original synthesized 2.2-second audio concept. Press play to listen. No samples or third-party voices are used. This is an illustrative concept, not a finalized sonic trademark or broadcast master.
09 / THE FOOTBALL EXPRESS SYSTEM
Across languages.
Still Football Express.
Localize the communication. Preserve the mark.
Localize editorial copy, dates and data presentation. Keep the Latin logo intact; do not mirror it or create an India suffix.
Language studies cover English, Spanish, French, Portuguese, Hindi and Arabic. Obtain native-language, font and right-to-left review for the intended communication; this guide does not assert released product localization.
Using the Football Express identity
Use only assets specifically released for your intended use. Preserve the complete mark, proportions, colors and clear space. Public availability does not transfer ownership or imply endorsement.
Contact Six Platforms11 / THE FOOTBALL EXPRESS SYSTEM
Find the right asset.
Check the intended use.
Released assets will carry their version, purpose, conditions and verification information. Selected public assets are available below under the stated usage conditions.
Use the selected files within these guidelines. Selected asset does not transfer ownership or imply endorsement. Contact Six Platforms about other intended uses.
No matching assets. Change the query or reset the filters.
Wordmark Dark
SVG / V1.0 / Logo references
Download SVGSHA-256 2afc9fc1ff03737c73f1d716ac52829706f69b1af298c49a2ac4563ccc48ad7c
Wordmark White
SVG / V1.0 / Logo references
Download SVGSHA-256 8c17cbcb3f544953c62bbc8e884bf81451f3439dd0b5e531a1d017fc9043cabc
Square
SVG / V1.0 / Logo references
Download SVGSHA-256 3ac5040960c91bb19638c350fb80ffe2e155311371c8cf98a862576ec4345b93
Linked Edge Signature Red V1
SVG / V1.0 / Graphic language
Download SVGSHA-256 4e84c24aad8847878e0d86cefd3af0a2600d256ce1739dfe28994ac7c2145fe5
Field Cut Supporting Red V1
SVG / V1.0 / Graphic language
Download SVGSHA-256 df1baa8f3235fc3ea71ba55b0cbe37ac287e4c4711169e32e495ab440fdc9ab8
Quiet Links Editorial V1
SVG / V1.0 / Graphic language
Download SVGSHA-256 f9f3f5245edbf8ae0b02a1c16ae366be50abe093ae2c40e3f7ef640991cac0bb
Campaign Link Accent V1
SVG / V1.0 / Graphic language
Download SVGSHA-256 591ed33ad5e475f38625f40bc3c2cc03d6d7211f42b2721e3930fbafaf47baa1
Background Promotional Portrait V1
SVG / V1.0 / Graphic language
Download SVGSHA-256 861b4cdb5168073826a35b197b8e0707e2dc86ae4c920ad88eb10036a3806be6
Illustration No Matches Light V1
SVG / V1.0 / Graphic language
Download SVGSHA-256 705cc7d643ca2f853d09e62c2eace5d4fb8045d3fe0a8fd8011d02aec1b9e5a8
Illustration No Search Results Dark V1
SVG / V1.0 / Graphic language
Download SVGSHA-256 cb3c4b2f4bc9223df4a448ca9db4b2ebdf8688c2653aa15cdec776fff1842e75
Use these complete assets to represent Football Express under this guide. Do not retype, stretch, recolor, extract the checkmark or claim ownership or endorsement. Contact Six Platforms for other intended uses.