A brand new game-mode for FIFA 17, Squad Building Challenges invites players to assemble squads based on unique criteria to earn special rewards. The logo for SBC needed to be versatile enough for promotional uses, as well as for display at small sizes in-game.
In designing the logo, I tested numerous concepts revolving around themes of team, connectivity, building and rewards. In considering these themes, the image still needed to say “football”.
The process resulted in a wide range of imagery and symbolism. Some literal representations and others very abstract.
After numerous iterations, a traditional crest-style image provided the football look & feel, as well as consistency with the FIFA brand. With a heavy visual focus on “team”, themes of “reward” and “champion” were also integrated. To provide the finishing touches, the unique SBC colour-scheme gave the image a fresh look, appropriate for this new mode.