Brooklyn Football Foundation Branding

Grass Concrete Roots Football

Brooklyn Football Foundation is a nonprofit on a mission to make soccer accessible to every community in Brooklyn. Equitable, inclusive, and deeply rooted in the borough.

Design Challenge

Creating a symbol that reflects a place and the heart of said community. This had to be something that could be everywhere and embedded in the community.

Solution

Working collaboratively with the strategy director, a literal crux location can be found in the heart of the borough AND also form what we call the pentagon. That pentagon became the symbol. From there it drove the entire visual system. The logo, the mark, the campaign. It's instantly recognizable and flexible enough to live on a jersey, a mural, or a street sign. Color choices were inspired by the Brooklyn flag and typography took inspiration from chalk writing from the community.