Scarf Gothic, a bespoke typeface, merges playfulness with structure, reflecting designer Bond's exploration of scarves in lettering. Jesper notes that while crafting this typeface, legibility was vital alongside distinctiveness. Collaborating with Teo Tuominen, they ensured Scarf Gothic harmonized with other design elements. Additionally, Veikkausliiga’s branding incorporates patterns and colors designed to reflect fans’ emotional experiences, adapting to individual club colors. This approach positions the brand as modern and relevant, particularly to younger, tech-savvy audiences, allowing it to evolve alongside the league.
From there, we started sketching multiple versions of each character.
The goal wasn't to get stuck in the past, but to create something relevant to younger, digitally savvy fans.
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