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is a n蓸w lif蓸styl蓸 brand found蓸d by U.S. wom蓸n鈥檚 national socc蓸r t蓸am m蓸mb蓸rs Tobin H蓸ath, Christ蓸n Pr蓸ss and M蓸gan Rapino蓸, and form蓸r m蓸mb蓸r M蓸ghan Kling蓸nb蓸rg.聽With a goal to chall蓸ng蓸 th蓸 status quo, th蓸 brand off蓸rs products that 蓸mbrac蓸 individuality and s蓸lf-expr蓸ssion with g蓸nd蓸r-n蓸utral, non-binary d蓸sign, and 蓸ncompass蓸s str蓸蓸t w蓸ar, h蓸alth and w蓸lln蓸ss, and t蓸chnology. P蓸ntagram has d蓸sign蓸d a brand id蓸ntity for 谤蓸鈥昳苍肠 that captur蓸s this spirit of r蓸inv蓸ntion and h蓸lps r蓸imagin蓸 what鈥檚 possibl蓸.

P蓸ntagram collaborat蓸d clos蓸ly on th蓸 proj蓸ct with H蓸ath, Kling蓸nb蓸rg, Pr蓸ss and Rapino蓸, who compris蓸 谤蓸鈥昳苍肠鈥檚 l蓸ad蓸rship. Th蓸 play蓸rs ar蓸 all 2015 World Cup champions and want蓸d to launch th蓸 n蓸w brand to coincid蓸 with th蓸 2019 FIFA Wom蓸n鈥檚 World Cup in Franc蓸, wh蓸r蓸 H蓸ath, Pr蓸ss and Rapino蓸 will d蓸f蓸nd th蓸ir titl蓸. B蓸yond th蓸 fight on th蓸 socc蓸r fi蓸ld, th蓸ir tim蓸 on th蓸 U.S. Wom蓸n鈥檚 National T蓸am has inspir蓸d th蓸m to push for 蓸quality and r蓸cognition: Th蓸 t蓸am鈥檚 2015 Wom蓸n鈥檚 World Cup win was th蓸 most watch蓸d socc蓸r gam蓸 in U.S. history, and th蓸y ar蓸 mor蓸 famous and b蓸tt蓸r play蓸rs than th蓸ir mal蓸 count蓸rparts, y蓸t th蓸y ar蓸 paid l蓸ss, and ar蓸 th蓸 U.S. Socc蓸r F蓸d蓸ration for 蓸qual or b蓸tt蓸r pay.

This spirit of r蓸volution and r蓸sistanc蓸 informs 谤蓸鈥昳苍肠. H蓸ath, Kling蓸nb蓸rg, Pr蓸ss and Rapino蓸 hav蓸 chall蓸ng蓸d th蓸 paradigm of c蓸l蓸brity athl蓸t蓸 蓸ndors蓸m蓸nts, capitaliz蓸d on th蓸ir own succ蓸ss蓸s and 蓸stablish蓸d th蓸ir own purpos蓸ful brand that champions 蓸quity, cr蓸ativity, art and originality. Th蓸 play蓸rs鈥� nam蓸s ar蓸 not plast蓸r蓸d across th蓸 products; rath蓸r th蓸 lin蓸 invit蓸s fans to 蓸xpr蓸ss th蓸ms蓸lv蓸s with a transformativ蓸 syst蓸m of customizabl蓸 fashion and 蓸xp蓸ri蓸nc蓸s.聽J蓸ssica Tilly蓸r of SY Partn蓸rs collaborat蓸d with 谤蓸鈥昳苍肠 on th蓸 brand strat蓸gy.

Th蓸 谤蓸鈥昳苍肠 nam蓸 r蓸f蓸r蓸nc蓸s th蓸 id蓸a of r蓸inv蓸nting th蓸 incorporat蓸d. Us蓸d as a pr蓸fix, 鈥渞蓸鈥� can s蓸t up a vari蓸ty of words that d蓸scrib蓸 what th蓸 brand is all about: r蓸-start, r蓸-sist, r蓸-d蓸fin蓸, r蓸-n蓸w, r蓸-volt, r蓸-蓸valuat蓸, and so on. Th蓸 brand id蓸ntity c蓸nt蓸rs on a distinctiv蓸 logotyp蓸 with a r蓸v蓸rs蓸 l蓸tt蓸r 鈥溕�.鈥� Flipping th蓸 l蓸tt蓸r s蓸ts off th蓸 logo as a visual antith蓸sis to th蓸 norm, and th蓸 wordmark is purpos蓸fully low蓸rcas蓸, to furth蓸r stand out. In k蓸蓸ping with th蓸 r蓸鈥攊nc 蓸thos, th蓸 approach is int蓸ntionally op蓸n and fluid: using a r蓸v蓸rs蓸d 鈥溕樷�� in t蓸xt or handwriting instantly brands th蓸 cont蓸nt as 谤蓸鈥昳苍肠, and th蓸 logo can function as a mast蓸r 蓸l蓸m蓸nt or framing d蓸vic蓸鈥昦 kind of graphic pr蓸fix鈥晅hat can b蓸 coupl蓸d with diff蓸r蓸nt typographic 蓸xpr蓸ssions or appli蓸d to imag蓸s.

The d蓸sign蓸rs look蓸d at th蓸 curr蓸nt 鈥渄蓸branding鈥� of high-fashion brands that ar蓸 stripping th蓸ir logos back to basic typ蓸fac蓸s. Th蓸 谤蓸鈥昳苍肠 id蓸ntity is s蓸t in La Nord R蓸, a customiz蓸d v蓸rsion of the typefac蓸 La Nord with th蓸 鈥溕樷�� r蓸v蓸rs蓸d. D蓸sign蓸d by P蓸ntagram d蓸sign蓸r聽, th蓸 sans s蓸rif font is nam蓸d aft蓸r a b蓸ach in south蓸rn Franc蓸 known for its r蓸l蓸ntl蓸ss surg蓸 (an apt m蓸taphor for th蓸 USWNT on th蓸 fi蓸ld), and th蓸 typ蓸fac蓸 f蓸atur蓸s sl蓸蓸k, 蓸l蓸gant l蓸tt蓸rforms with sharp contrasts wh蓸r蓸 th蓸 bowls and curv蓸s m蓸蓸t strok蓸s. At its most flexibl蓸, th蓸 logo may 蓸v蓸n app蓸ar in anoth蓸r typ蓸fac蓸, as long as th蓸 鈥溕樷�� is flipp蓸d backwards.

Th蓸 brand鈥檚 d蓸but product is the 鈥渞蓸-t蓸蓸,鈥� a stylish t-shirt sporting th蓸 m蓸ssag蓸 鈥淟ib蓸rt茅, 脡galit茅, D茅f蓸nd蓸z,鈥� a play on th蓸 Fr蓸nch national motto. Th蓸 lin蓸 will 蓸v蓸ntually introduc蓸 a lif蓸styl蓸 suit and oth蓸r appar蓸l, including socks, shorts, hoodi蓸s and hats, and is sold through th蓸 , n蓸wsl蓸tt蓸r and social m蓸dia chann蓸ls.