The Farm Football Community reached out about their launch and we were instantly excited to work with such a great group of coaches. They expressed that they would like their name to lead the creative direction. They produced high-level footballers and cultivate skills that you can’t work on in a training environment focused specifically on a team’s wins and losses. The Farm focuses on the player. This concentration on the individual and further expansion to the soccer community is a different approach to youth soccer. It contrasts the idea of player pools, elite levels and player placement with a focus on progressing your game in a way that fits your needs rather than the team. The team will benefit from individuals benefitting.

Design Process

The Farm’s leadership wanted the essence of the brand to be highlighting the soccer culture of Colorado. Their aim is to capture the past, present and future of soccer in the state. From here, we created 3 initial concepts going in 3 very different directions. Spending some time with the brief, we wanted to display font families to really dial in the type, color palettes to include and exclude aesthetics and images ranging from abstract to representational.

We landed on the cow skull as a primary mark. The idea was to distance their brand from the many clubs in the area that use mountains or water as their visual identity. The color palette was chosen to have flexibility and contrast the countless local clubs that are red and blue.

Next, we wanted to engage with typography and also create a secondary mark based on the tradition of barn quilts. We defined the type of font families they would like to see in drafts and began to concept some different ideas matching and contrasting the team’s ideas. This way we could define what they liked and what they did not want to move forward with.

For the barn quilt, we thought it would be a flexible symbol to differentiate The Farm Football Community from other local clubs and collectives. This mark is crucial because it adds a graphic element that will look good on apparel, play well as a pattern piece and potentially create a talking point for those who are curious what the symbol means. At many local tournaments, every t-shirt is a big logo with text and a logo. This more subtle mark would be different.

The Farm Football Community Barn Quilt concepts

Developing colorful, 1-color and 3-color versions of the barn quilt would also allow for pinnies, training gear and other apparel to break the mold of a traditional club’s visuals. The Farm Football Community project concluded with apparel designs, a logo, secondary marks, a consistent color palette, font families and a system flexible for modern brand needs. View more of these assets below.