A game-changing season. Ahead of its 2025 release, Football Manager faced a pivotal shift.
A new engine
New licenses. Women’s football, for the first time. The brand needed to move forward and signify a moment of change. We created an identity that once again sets Football Manager apart from the crowded landscape of football gaming brands.
Reflecting the energy of our icon
Working with Pangram Pangram type foundry we crafted FM Universe. The custom typeface is born from the cues and details of the brand symbol, extending the energy of Football Manager into every letter, word and headline and being the unifying element that ties the identity together.
Well marked
In a field defined by familiar codes, Football Manager needed to break away. At the heart of the system is a new symbol from the geometry of the three-panel ball. Simple. Distinctive. Rooted in the game. A mark that announces a new chapter and underlines Football Manager’s authority.
Our technical area, our stage to shine
We built a system inspired by the manager’s stage: the technical area. It’s where strategy, decisions, and control shape the game. As a design device, it brings the same focus and intensity to the brand – becoming a graphic language unique to Football Manager.
You’re in the game
Our art direction invites every player to step into the role of manager. Through six unique portraits, across two shoots, we built a key art cover series that celebrates the individuality and authenticity of the Football Manager world.
A single brand experience
Our graphic system has the flexibility to shine across every touchpoint: framing social content, shaping layouts, inspiring digital experiences and bringing clarity and consistency across the brand. The result: a slick, technical, immersive brand world that feels unmistakably Football Manager.
Made to move
Every pass, every run, every goal carries rhythm and energy. Our motion behaviours echo that pace and passion to create a living identity as dynamic as the game itself.
Fresh threads
Woven into the latest FMFC home kit, the new identity becomes something fans can wear – a portal into Football Manager, exclusively for the most loyal fans.
“Our long-standing relationship with Nomad made them the natural partner to define a bold new era for the brand. It not only brings our story to life but also amplifies our new major partnerships across the Premier League and Women’s Football, showcasing the strength of where we’re heading.”
- Alan Granger, Marketing Director at Sports Interactive
All images © of their respective owners.
Content taken from Nomad Studio
