Creating spacefor new perspectives
International football player agencies Arena11 and Spielerrat joined forces to form a new football talent agency that will play a leading role in the global market of representation agencies.
Together with our client, we came up with the name ROOF – Representatives Of Outstanding Footballers – to reflect the new agency’s expertise and mindset. This name describes a company that sees itself as a home for players, providing support in more than just career planning and contract negotiations – but helping them become successful, responsible athletes. They have already signed top international stars like Sadio Mané, Serge Gnabry, Kai Havertz, Marc-André ter Stegen, Naby Keïta and many other national football players.
In addition to its expressive name, the newly founded representation agency needed a brand identity that would create a buzz in the locker room while also reflecting its deep understanding of player needs as well as the business behind the beautiful game. The agency wanted a corporate design that would appeal to young, talented football stars in their own words.
Design Director Alexander Geh described the process: »We used this as the basis to create the ROOF design system: It creates space - just like intelligent positional play on the pitch - and is symbolic of the opening-up of new perspectives for players’ careers and lives.«
The ROOF design system creates space - just like intelligent positional play on the pitch - and is symbolic of the opening-up of new perspectives for players’ careers and lives.
The corporate design looks like an athletic apparel brand to appeal to the target audience of young athletes. The overarching design principle of creating space for new perspectives is found throughout all design elements. In the same way, the logo design is unchanging in its geometry, but extremely dynamic in its application.
The typography is highly flexible. »We created a monospaced variable font that’s visually connected to the logotype and stylistically mirrors the use of names and numbers on the backs of jerseys. It follows two simple rules: only use the angles 90°/45° (full-time and half-time), and the glyphs must not leave the pitch«, Type Director Hendrik Weber explained.
Only use the angles 90°/45°, and the glyphs must not leave the pitch.
It follows these two rules: The accents raise the baseline or lower the cap height. Letters that do not fit the pitch are cut off (e.g. letter X). The variable axis are the width (full, half and double) and the weight from bold to thin. And some letters even change their construction when interpolating, or at the break points of the changing width.
ROOF was created from the merger of international football talent agencies Arena11 and Spielerrat. The slogan "#bettertogether" describes ROOF’s approach and goal: to play a leading role in the international talent agency market. The new agency is based in Grünwald (Munich) and has around 40 employees. It serves over 100 international athletes who play in different leagues around the world.
Meet the team
- Corporate design
- Design system
- Motion design
- Logo design
- Typography / corporate fonts
- Naming / tagline
- Brand portals & documentation