A freestyle identity for a freestyle footballer

Consultancy O Street has created an identity for US freestyle footballer Indi Cowie – with a logo that can be flipped, ‘like a freestyle kick’.

The primary identity can be flipped
The primary identity can be flipped

Cowie has appeared on TV shows including Good Morning America and Soccer AM, performed at Old Trafford and featured in a Sony Playstation advert.

O Street founder David Freer says the consultancy took influence from ‘grids, hexagonal shapes and the idea that the brand mark should communicate movement’.

Developing the hexagonal secondary identity
Developing the hexagonal secondary identity

Freer says, ‘It wasn’t long before we asked ourselves, “What if the logotype could work from all angles, and like a freestyle trick could be flipped?”.’

The consultancy created two logos for Freer. The first is a version of her name – Indi – which can be flipped and can be used at her main identity.

Tiled identities
Tiled identities

The second is a condensed version of this Indi logo which can be used as a symbol on touchpoints including sportswear, footballs and her app.

The secondary identity can be used on sportswear
The secondary identity can be used on sportswear

Tiled identities
Tiled identities

Secondary identity used to create 'football pitch'
Secondary identity used to create ‘football pitch’

O Street also created a short promotional video, working with Mister Castro.

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  • Stephen Dawks November 30, -0001 at 12:00 am

    I flippin’ love it!

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