EAFC27

FC is a brand that isn’t simply played. It’s lived.

We challenged ourselves to reinvent an identity that had spent three years building something millions of people love. So we unleashed it, opening it up to be a place to play, express and belong for every FC fan. All 1 billion of us.

But the world around it had changed. FC couldn’t just belong to the players already inside it. We needed an identity that reflected the different playstyles, ages and backgrounds that make up the game today. One that could lead the conversation around the most loved sport on the planet. The world’s game.

That changed how we saw the brand. We built a brand system that could move from campaign to culture. Not a fixed identity, but a system designed to move. Giving us the licence to pull harder on culture, respond to it and become part of it.

So we had to make it iconic. The FC triangle was a crucial piece of the puzzle. FC already had an icon. We turned it into something people could recognise, remix and make their own, then unleashed it beyond the game.

Because the next step wasn’t just to make FC yours. It was to prove it. The Grounds became a crucial part of that. An open world where players could come together, compete, chat and challenge themselves. A place where FC could live beyond the pitch. Your club. Your city. Your crew. Your home. Your block. Your world. A world that could belong to every player.

And the more we believed in it, the more real it became. The launch trailer brought that idea to life. And when people made it theirs, the world reacted. 5+ million views on day one. Then the livestream brought the world of FC together, with football icons alongside the creators, players and fanatics shaping the culture around the game.

Because FC isn’t just a game you play. It’s a world you’re part of.