We believe that fandom is a force for good.
We believe that fandom
is a force for good.
It brings people together across generations, cultures, and borders to celebrate greatness.
It brings people together across generations, cultures, and borders to celebrate greatness.
We were born to raise
the game for fans.
We were born to raise the game for fans.
To help them show their
passion, we're going all in on showing ours.
To help them show their
passion, we're going all in
on showing ours.
Fans
01
First, we put our passion into words.
We want every fan to know they’re seen, supported, and championed.
We enhance their experiences through our products, events, and connections with athletes and teams.
And when we raise their game, we bring people closer and create a positive ripple in the world.
And when we raise their game, we bring people closer and create a positive ripple in the world.
brand identity
02
Then we created rules for our visual and verbal identities.
Then we created rules for our visual and verbal identities.
“Rules?”, you say.
“Rules?”, you say.
“We’re not rule followers.”
“We’re not rule followers.”
At Fanatics we like to play. Fast. And full on.
At Fanatics we like to play. Fast. And full on.
And, as with any game, the better you know the rules, the more fun you can have playing.
And, as with any game, the better you know the rules, the more fun you can have playing.
BRAND DESIGN PRINCIPLES
03
Our visual identity is based on five principles, all designed to create authentic connection.
We evoke strong emotions and energy. We are bold in color, typography, and imagery to convey our enthusiasm for fandom.
We are authentic and transparent in everything we do. Our messaging, design, and interactions reflect real passion, not manufactured hype. We celebrate the raw, unfiltered moments of fandom, ensuring our voice remains true to the fans we represent.
We meet fans where they are. Our content, visuals, and experiences are rooted in the specific moments that matter most—game days, rivalries, traditions, and cultural touchpoints that make fandom personal and meaningful.
Fandom has no single face, voice, or experience. We showcase a broad spectrum of communities, perspectives, and stories, making sure every fan feels seen and valued. Our design, language, and imagery reflect the richness and variety of those who share our passion.
Fandom is not a solo experience—it’s something we build together. We create spaces that invite participation, spark conversations, and bring people closer. Through design, storytelling, or interactions, we foster a sense of connection and belonging.
logo
04
Our visual identity is grounded by our logomark.
Our visual identity is grounded by our logomark.
This is us, flying the flag for fandom. Literally.
This is us, flying the flag for fandom. Literally.
It represents the passion that fuels every fan, and the pride they display.
It represents the passion that fuels every fan, and the pride they display.
It has movement and energy. Exactly like us.
It has movement and energy. Exactly like us.
wordmark
05
We add our name to form our official (and very precious and unalterable) combination mark.
Proudly displayed in letterforms crafted just for us.
They’re friendly.
Just look at those rounded corners.
And accessible.
The point-specific x-height makes it easier to read in print, digital, and yes, motion graphics.
Our combination mark comes in two forms. Because we’re flexible like that.
Speaking of flexible… sub brands. We have logo constructions for all of them.
Speaking of flexible… sub brands. We have logo constructions for all of them.
Likewise with partnerships. And collaborations.
Likewise with partnerships.
Being visually consistent allows us to convey our quality and rigor in everything we do.
Being visually consistent allows us to convey our quality and rigor in everything we do.
So we never ‘get creative’ with our logo. Like, ever.
So we never ‘get creative’ with our logo. Like, ever.
Typography
06
For headlines we like to make a statement, so we chose Fan Impact.
For headlines we like to make a statement, so we chose Fan Impact.
Bold. Full of personality. Gets noticed. So us.
Bold. Full of personality. Gets noticed. So us.
Set in ALL CAPS, it’s perfect for short, impactful statements.
Set in ALL CAPS, it’s perfect for short, impactful statements.
And when we want to be more refined, we have Fan Serif.
And when we want to be more refined, we have Fan Serif.
Look at us being well-orchestrated while still showing our welcoming personality.
Look at us being well-orchestrated while still showing our welcoming personality.
Lastly, Inter grounds us.
Lastly, Inter grounds us.
Approachable, warm and clear, we use it for body copy.
Approachable, warm and clear, we use it for body copy.
Together they look balanced.
Together they look balanced.
Like this.
Like this.
Colors
07
Family red
Family Red is the thread that ties our family of brands together. It symbolises meaningful human connection.
Official Blue
Official Blue represents our commitment to operating with authenticity and consistency.
These are supplemented by the strength and simplicity of black
These are supplemented by the strength and simplicity of black and white.
Ripple gradient
How do you represent the energy, passion and fire of fans in a graphic way?
How do you represent the energy, passion and fire of fans in a graphic way?
Like this.
Like this.
Inspired by the movement of a waving flag you can use the full gradient, or crop for variety.
Inspired by the movement of a waving flag you can use the full gradient, or crop for variety.
We have two ripple gradients colors for your designing pleasure.
We have two ripple gradients colors for your designing pleasure.
Photography
08
Joy.
heartbreak.
real life.
It’s all part of the fan experience.
To capture this authentically, we apply our five design principles to photography.
Passionate.
People who are deeply engaged and emotionally charged.
honest.
Raw, unfiltered moments that convey real emotions, expressions, and interactions.
Contextual.
Real life settings that enhance the narrative, making connections feel natural.
Diverse.
A wide range of people, emotions, locations, experiences and backgrounds.
Shared.
Human moments of bonding between friends, family, and the wider fan community.
We apply these principles across the board,
From fans,
to athletes,
to products.
Iconography
09
Us, iconic?
Us, iconic?
Yeah, we totally are.
Yeah, we totally are.
99,989
products and services across many categories, our icon design system is essential.
Of course, our wayfinding has energy and personality too.
PERSONALITY
10
Speaking of personality, we have five core traits.
We lead with empathy, connecting on an emotional level.
We build trust through transparency, owning the good and the bad.
Through shared connection, we create hope, encouragement, and inspiration.
We create and celebrate the feeling of belonging.
We elevate fan experiences with relentless and contagious enthusiasm.
If Fanatics was a person, you’d want to watch the game with us.
VOICE
11
To convey our personality, we write in a brand voice that’s:
Real.
Conversational. Embracing our humanity.
Energized.
Confident and enthusiastic.
Connecting.
Simple and clear, to break down barriers.
And just like our photography, we adapt our tone to suit the audience, message and medium.
When it comes to creating connections, you just can’t beat a good story.
Stories take us on vivid technicolor journeys.
We focus on five themes.
Identity (Quality)
At Every Touchpoint
Having who you are and who you stand with reflected in what you wear means that every single product and experience Fanatics offers is as great as the players, teams, and leagues we connect you with.
Access (Teams / Players)
With Staff and Landmarks
Fanatics is uniquely “in” with the greatest players, teams, and leagues globally and we get fans closer to the game, the players, and the culture in real ways.
Belonging (Locality)
Cities, Regions, and Countries
Because all sports is local and all fandom is local, Fanatics has its finger on the pulse of your city/region, helping you share pride and feel part of a team, city, family, or fan “tribe.”
Memory (Heritage)
Past and Future Greatness
Fanatics connects you to the roots, legends, and promise of greatness attached to your favorite players, teams, and leagues—connecting fans with nostalgia, big wins, heartbreaks, and shared history.
Celebration (Zeitgeist)
Culture and Celebrity
Fanatics invites you into the world of celebrity, pop-culture and the energy of the day; helping fans express joy, pride, and ritual through moments that pave the way for new traditions.