The campaign celebrates all the athletes, artists and activists who are making a constellation of change, illuminating the path forward, and finding their destiny.
The branding reimagines the 谤蓸鈥昳苍肠 logo and other graphics as constellations of lines, visualizing the concept of equity and unity, and a group of great players globally coming together as one.
The US women鈥檚 national soccer team will defend its title as world champions this summer at the in Australia and New Zealand. The tournament will also mark the first time the US Women鈥檚 National Team will play with equal pay to the US Men鈥檚 National Team. This watershed moment was a goal of 谤蓸鈥昳苍肠, the lifestyle brand co-founded by USWNT members Tobin Heath, Christen Press and Megan Rapinoe and former member Meghan Klingenberg.
Pentagram has continued its ongoing collaboration with 谤蓸鈥昳苍肠 with its latest collection, , inspired by the World Cup and the trailblazing members of the USWNT. The campaign celebrates athletes, artists and activists who are making a constellation of change, illuminating the path forward, and finding their destiny. (And when teams win the World Cup, they receive a badge with stars鈥攃an the four-time USWNT champions get another star?)
Inspired by the night sky, the branding reimagines the 谤蓸鈥昳苍肠 logo as a constellation, playing off the hyphen in the mark with a network of lines that are used to build different graphics. These include a 鈥�2023鈥� that links the brand鈥檚 guiding principles鈥攁ctivism, reinvention, defying expectations, and more鈥攊n an interconnected system that visualizes equity and unity, and a group of players, countries, fans and attendees globally coming together as one.
A new insignia mirrors the logo with the games鈥� location flipped upside down, a play on Down Under. The collection also features a variety of interpretations on the starry theme in collabs with independent designers and makers like Ryoko Rain, UN/DN, USSF, Bkr and Storied Hats.
The Pentagram team curated a special color palette for the line, giving each color a playful name that ties into women鈥檚 soccer, like 鈥淢rs. Graham鈥檚 Green,鈥� a tribute to Helen Graham Matthews, who founded one of the first female soccer teams in 1881; 鈥淩anger Rose,鈥� after Beverly Ranger, the Jamaican former footballer who helped grow the game in Germany; and 鈥淎llez Gold,鈥� a play on the French yell for 鈥済o,鈥� and the USWNT win at the 2019 Women鈥檚 World Cup in France, where the crowds also chanted 鈥渆qual pay!鈥�
Office
- New York
Partner
Project team
- Issabella Hindley-Cupper
- Jun Park
- Ruben Gijselhart
- Dana Reginiano
Collaborators
- Angella Choe, photography
- Nick Tallent, animation
