New look, same Mumbai soul
Services
Outdoor branding
Creative strategy
Client
City Football Group
Sector
Sports & Fitness
Question
How can Mumbai City FC reinvent its brand identity, making one that instantly resonates with football audiences with or without player imagery?
Answer
We built a new design language inspired from the very elements that make Mumbai the iconic city it is, creating distinct recall value with its new visual identity.
Mumbai City FC is one of the leading sporting institutions in the country, with multiple accolades and a strong local identity to show for. Backed by the globally recognized City Football Group, the club boasts immense credibility both on and off the pitch, being a part of such an immense sporting ecosystem.
Being the club of such stature, MCFC deserves to boast a design language synonymous with the Islanders, with or without player representation on it. Across formats and platforms, it needed a singular visual identity.
Given the club’s roots, it goes without saying that the reinvention of this identity needed to carry a part of Mumbai’s soul with it. The vibrancy, the fast-paced culture, the cosmopolitan crowd, all forming important pillars while creating something new and unique.
Most of all, beyond just aesthetics, it became crucial to build something instantly recognisable, scalable across media, and something that would resonate with the fans at the stadium.
When Mumbai wore its heart on its sleeve
From movement to monuments: A new design language that carries the emotion and love of Mumbai’s soul, wherever it goes
Mumbai at our very core
A brand new design language created with elements that any Mumbaikar could and should instantly recognise. From landmarks and cultural icons, the city’s identity incorporated into the design with strong typography to create distinctive elements. Be it an Instagram post or a stadium hoarding, it remains thoroughly Mumbai, thoroughly MCFC.
The one face that truly matters: MCFC
We built a system to create an emotional recall value with the one face that matters: The club itself. At no point will this system be dependent on using player imagery to create a sense of recognisability, giving the club this timeless flexibility and adaptability. The club, the city, and its supporters will always remain at the forefront.
The branding system was deeply rooted in Mumbai’s cultural identity, transforming the city into a core visual element. This approach ensured authenticity while strengthening emotional connections between the club and its fans.
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