Football North

Brief ‘Football North –

“Spiel runs a football tournament for North West design industry people, design agencies, designers and Art Schools. Each year this is growing in popularity. Design a series of posters- The concept must reflect the combination of Design Creatives and Football.”


The initial idea for the Football North brand was inspired by quotes from Wim Crouwel and Eric Cantona.
“The grid is like the lines on a football field. You can play a great game in the grid or a lousy game. But the goal is to play a really fine game.”

-Wim Crouwell

“I am searching for abstract ways of expressing reality, abstract forms that will enlighten my own mystery”

-Eric Cantona


We built the the logo/brand by abstracting the pitch to create letter forms (seen in the .gif above)

A2 Poster – Taking the abstracted letterforms and putting them back into the context of pitch markings


Initially we had the idea to create a non standard poster by screen printing our design onto training bibs, aligning the tournament with amateur football. Each team could be assigned a symbol out of the 8 created with the ‘posters’ effectively acting as team strips.

Given the tournament was to be 5-a-side and that footballs are made of geometric shapes such as the five sided pentagon we felt it made sense to make the winners medals out of them. Like the posters they also have a secondary function- in this case a trophy.