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Brand Guideline
If you’re here, you’re part of the OneFootball squad. This guide is your toolkit to create with confidence, stay on-brand, and bring our identity to life in every detail. Use it to get inspired, stay consistent, and push creative boundaries. Everything inside is designed to help you speak our language and represent our values. If you ever need support, feedback, or a second opinion, our Brand Design team is here to help.
This film campaign brings our community to life: from the stadium to the späti, the pub to the living room. Every time a fan interacts with the OneFootball app, they become a OneFootball Head, a version of themselves inside our global football world. It’s not just about watching, it’s about playing, earning, collecting. Points, badges, prizes, and more. This is how fans level up and show they’re part of something bigger.
LOGO
COLOURS
TYPOGRAPHY
ILLUSTRATIONS
PHOTOGRAPHY
PATTERNS
LOGO
Our logos were designed to be ownable, recognizable and timeless. Modern and distinctive – they are a true representation of our brand. Hover the logo for clearspace specifications.
PRIMARY LOGO
We lock up the symbol and wordmark together to create the primary logo. We use this where a strong branding presence is needed and where vertical space is restrictive. This should be the first choice for brand representation.
STACKED LOGO
We lock up the symbol and wordmark together vertically to create the stacked logo. We use this where a strong branding presence is needed and where horizontal space is restrictive. This should come as a second option right after the primary logo.
PARTNERSHIP LOCKUP
This special lockup is used to celebrate our partnership with Football Clubs, Brands, and Companies. This is the only version the symbol is shown without the name.
LOGO COLOURWAYS
Our colourways are created to give you enough flexibility to ensure that the logos are always clear and bold. Following the examples, the logo in its all versions, should always be in Dark-Grey, Hype-Green or White.
EXPRESSIVE USAGE
The logo and its variations can be used to create other sub-brands under the main-brand umbrella. New designs and applications must be made and/or approved by the brand design and marketing team.
PRIMARY
COLOURS
Our primary colour palette consists of these four colours. We always lead with our more neutral palette of greys and white, using our hype green sparingly and as a highlight. Always try to keep the use of our hype green to a maximum of 10%.
Dark Grey
Light Grey
Hype Green
White
HYPE
COLOURS
When we want to dial up our communications we can use our hype colours. These colours can be used as highlight colours or to create a hype contrast with the patterns. The Hype Colors should not be overused or be used as main colours in any official OneFootball asset.
Pink
Orange
Blue
Purple
COLOUR IN USE:
Examples of how the brand's typefaces work together in some of our communication materials. Note here some samples of Druk LCG (Blocked) and Druk Text (Regular and Italic) combinations and how they interact.
Default: Example of a proprietary comms material design following exclusively the OneFootball guidelines you'll see mentioned in the following topics.
Combined: Another example of parterns' colourways adoption. Note that all other elements still resambled the OneFootball brand's guideline.
Adaptative: We can adopt partners' colourways to create materials in partnership. Typeface, layout and all other things must still follow the guideline.
TYPO
GRAPHY
Typography acts as an anchor in our brand communications. As our other assets flex and move, our type is bold, clear and strong.
HEADLINE TYPEFACE:
DRUK LCG BOLD
Druk LCG Bold is purposely condensed to create space around headlines, making an impact and demanding attention. Paired with a smaller condensed type, our typography evokes the OneFootball intensity - even in a foreign language. UPPER CASE ONLY.
ABCDEFGH
1234567890
!@#$%^&
HEADLINE TYPEFACE:
DRUK TEXT MEDIUM
DRUK TEXT ITALIC
Druk Text Medium is the typeface we use to deliver our secondary and tertiary level information, such as date, time, etc, always in FULL CAPS. An italicized version of Druk Text Medium is used for the campaign slogan.
ABCDEFGH
1234567890
!@#$%^&
ABCDEFGH
1234567890
!@#$%^&
BOXED HEADLINES:
Boxed texts are designed to highlight key information and create strong visual contrast between text and background. They must always be used for headlines, and occasionally, in rare cases, for secondary or tertiary text when emphasis is needed.
TYPEFACE IN USE:
Examples of how the brand's typefaces work together in some of our communication materials. Note here some samples of Druk LCG (Blocked) and Druk Text (Regular and Italic) combinations and how they interact.
HEADS
ILLUSTRATION ASSETS
OneFootball Heads are fully customisable avatars that represent each fan inside the OneFootball Club experience. They're more than just visuals, they embody the passion, energy, and identity of football fandom. Every Head is a digital expression of who you are in the global game.
ENGAGED
OneFootball Heads don’t just scroll, they live the game. Always present, always participating, they react, comment, cheer, and compete. Whether it’s matchday or midweek, they’re fully plugged into the football conversation. Every tap, every swipe, every goal matters.
WITTY
Football isn’t just serious, it’s full of banter, comebacks, and sharp takes. OneFootball Heads speak the game’s language with a wink. They’ve got quick reactions, bold opinions, and the perfect emoji for every moment. Clever, sharp, and never boring. They keep the energy up and the feed alive.
BOLD
These Heads stand out, speak up, and show up in style. Loud, proud, and unapologetically football-obsessed, they wear their fandom like a badge. Their personality? As strong as their opinions on last night’s VAR decision. Bold and expressive. Never exaggerated or overdone.
ONEFOOTBALL HEADS
USAGE INSTRUCTIONS:
SINGLE HEAD
Avoid using the OneFootball Head alone. Do it only if necessary. Eg. small spaces or some specific context.
SMALL GROUP
Always try to bring the OneFootball Heads as a group. In this case, it can be a group from 2 to 5 heads together.
COMMUNITY
Bigger OneFootball Heads groups can be used to show variety and a stronger sense of belonging to a community.
ACCESSORIES
The app mockup and the football ball are important assets (both or individually) to add to the composition.
REAL X FANTASY
The community turn into OneFootball Heads in the real life. You can add custom digital heads in real pictures.
FANTASY ONLY
Create compositions with all digital OneFootball Heads assets to represent the virtual community.
The OneFootball Heads can be composed with only the heads in some specific contexts, still following the recommendation of showing it as a small group and with the football ball.
In this example, the OneFootball Heads are composed in a bigger group, over a real-life picture - representing real users turning into digital avatars - and holding a football ball and the device with the app screen as accessorie.
The OneFootball Heads can be implemented in all kind of channels. In this case, together with the TIOC logo and the OneFootball primary logo in the stadium LED side-line sign.
TiOC
BRAND TAGLINE
'This Is Our Club' is how we communicate OneFootball to the world. It shapes what we design, what write and what we make. Take a deep dive into the creative components and guidelines that will help your ideas bring fans closer to football.
THE IDEA
At OneFootball, we don’t just report on football, we live it. THIS IS OUR CLUB isn’t just a tagline. It’s a declaration. A rallying cry. A badge of identity that turns every fan, everywhere, into part of something bigger.
Football isn’t a product. It’s a culture. And OneFootball is the only platform where fans are not just spectators, they’re participants. Whether you’re celebrating a last-minute winner, debating transfers in the comments, or watching your team live, this is where your passion belongs.
THE COMMUNITY
THIS IS OUR CLUB is a reflection of the OneFootball community: diverse, vocal, loyal, and always on. It’s where fans from every corner of the world meet in one place. Different languages, different clubs, one game.
This community isn’t passive. It interacts, argues, celebrates, and creates. Through comments, reactions, and shared experiences, fans shape the content and the culture. Expressive, involved, and united by football. On OneFootball, you don’t scroll past the conversation, you are the conversation.
THE BELONGING
It’s inclusive. It’s global and local. It’s loud, messy, emotional. Everything football truly is. OneFootball fuels that energy with access: live scores, videos, news, rewards, and more. All in one place, all built around the fan.
Here, you don’t need permission to belong. You just need passion. This isn’t just an app, it’s where your football life lives, 24/7. It’s where fans come together, and football comes alive.
ONEFOOTBALL
THIS IS OUR CLUB.
PHOTO
GRAPHY
Photography is the most impactful medium we have for telling emotional and provocative stories about football culture. In an increasingly visual world, using photography that enhances the brand's reputation is essential.
LAYOUT & GRID
Using some of the elements mentioned above you can create compositions like in the following example. This is the OneFootball's default layout and it can be adapted to different formats, also consider the grid structure (hover the image).
Pattern
Patterns add dynamism and depth to communication. Bold shapes, repetition, and the use of two colors are simple but inject youthful energy whenever it is applied.
WAVY
PATTERN
BOLT
PATTERN
ZIG-ZAG
PATTERN
SUBTLE STYLE
The Subtle style uses low contrast between pattern and background, creating a light texture that supports key content without distraction. Ideal for layouts with logos, headlines, or product elements that need to stand out clearly. All OneFootball patterns can be used in this style to add quiet depth and brand presence.
CONTRAST STYLE
The Contrast style makes the pattern bold and attention-grabbing. It brings energy and visibility, perfect for campaigns, social assets, or visuals where branding takes the lead. Every pattern works in this style to amplify visual impact and create a dynamic presence.
BACKDROP STYLE
The Backdrop style frames product screens and UI without stealing focus. It’s best for presentations, app visuals, or feature highlights. Each OneFootball pattern can be applied in this style to reinforce identity while keeping the product in focus.
PATTERN IN USE
See in the following examples how the patterns can be implemented in the compositions. The different pattern styles should be used according to its funcionality in the communication: highlight or create a different environment for elements over it.
If you have any question, please reach out to: branddesign@onefootball.com
All information in this page is for internal use only. WIP — Updated: July, 2025
