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US Soccer Identity

As FIFA World Cup Brazil 2014 nears kick-off, Tal Leming is already a winner.

Contributed by Tal Leming on Jun 10th, 2014. Artwork published in 2014.
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Source: https://twitter.com. Photo by US Soccer. License: All Rights Reserved.

I’m a huge soccer fan and I obsessively follow the US National Teams. As the USMNT has been prepping for their World Cup Group G matches, I have been eagerly following their progress. So, you can imagine the thrill I felt when I first noticed that my favorite team is using my typeface United Sans for all of their typography leading up to the World Cup! It’s on their website, Twitter graphics, signs, vehicles, etc. It’s everywhere.

I am in awe. Thank you to whoever decided to use United for this. You made my year. The only thing that would be better than this is would be if I designed a typeface specifically for the team. Which I totally want to do. It’s one of my two dream projects. Do you work for US Soccer!? OMG! Get in touch! Seriously, please get in touch.

#USA #USA #USA

More World Cup coverage on Fonts In Use »

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United on the Twitter announcement of the 23 player roster. Oh boy, this evoked some feelings. And I’m not talking about the font use …

Source: https://twitter.com. Photo by US Soccer. License: All Rights Reserved.
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United in the press conference room.

Source: https://twitter.com. Photo by US Soccer. License: All Rights Reserved.
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United on the players’ luggage tags.

Source: https://twitter.com. Photo by US Soccer. License: All Rights Reserved.
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United on the team bus.

Source: https://twitter.com. Photo by US Soccer. License: All Rights Reserved.
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More United on the team bus. (See that @? That’s the rarely seen version that I drew just for use in all uppercase text. Whoever noticed that it should be used here is my hero. Also, Hi Kyle Beckerman!)

Source: https://twitter.com. Photo by US Soccer. License: All Rights Reserved.
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What do you think Jürgen Klinsmann is smiling about? Was it a good training that day? Was he happy to see United on the bus? Both?

Source: https://twitter.com. Photo by US Soccer. License: All Rights Reserved.
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United on the practice field.

Source: https://twitter.com. Photo by US Soccer. License: All Rights Reserved.
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United in the tunnel to the field.

Source: https://twitter.com. Photo by US Soccer. License: All Rights Reserved.
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United in the locker room. I haven’t been able to find an image online, but ESPN’s documentary about the team has shown that United is even being used for player names on the lockers. My typeface could be one of the last things that the team sees before heading to the pitch!

Source: https://twitter.com. Photo by US Soccer. License: All Rights Reserved.

5 Comments on “US Soccer Identity”

  1. Dan Lehman says:
    Jun 12th, 2014  2:35 pm
    Edit

    I’ve always loved the solid, industrial feel of United — the appropriation here gives the team a really strong and confident personality

  2. Ty Fujimura says:
    Jun 12th, 2014  4:34 pm
    Edit

    As a huge USMNT fan and a designer, I have always been proud of the federation for going a step beyond with their identity and media. Congrats to you for being a part of that movement. I really do think it makes a difference in our performance. 25 years ago Sunil Gulati was driving the bus and Alexi Lalas was changing in a mall bathroom across the street from the training field. The high-quality design contributes to helping the team and the public feel that yes, we really actually do have a pretty good team, and it’s something to be proud of.

    Now about that logo…

  3. Kyle Floyd says:
    Jun 13th, 2014  6:57 pm
    Edit

    We are the agency responsible, Stone Ward. It’s an honor to use our skills to serve the U.S. National Teams, and Tal, you should be proud of your contribution as well! Just like the comment above, our design team felt that United Sans was the perfect fit for its bold, confident letterforms and uniqueness. You’ve played no small part in encouraging our men to give everything they have. Too bad we have to wait til Monday, I’m ready to get going!

  4. Jun 14th, 2014  8:10 pm
    Edit

    So happy for you Tal, looks amazing.

    Typographically speaking, it’s USA 1 x 0 Brazil in my opinion.

  5. Jul 1st, 2014  3:57 pm
    Edit

    So good. Congrats!

    #L-Typ-I! #L-Typ-I! #L-Typ-I!

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