PLAYMAKERS
Custom logotype for San Diego FC’s creative initiative.
ROLE
Logotype Design, Typography, Brand System Support
INDUSTRY
Sports, Community, Culture
PLAYMAKERS is San Diego FC’s ongoing initiative built to spotlight local creatives and strengthen the cultural fabric around the club. The identity needed to feel at home inside the SDFC brand world while reading as its own creator-forward program. The final wordmark is confident, clean, and merch-ready, designed to live across matchday collaborations, community events, and digital touchpoints without competing with the main club identity.
The Playmakers program brings the San Diego community together by marrying football and creativity, creating opportunities for paid projects, collaborations, and exposure for local talent. The logotype was designed to sit comfortably in that environment, acting as a clear banner across web, social, and program communications while keeping the focus on the artists and the work.
The wordmark is built for fast readability and strong silhouette. Proportions and spacing were tuned to hold up at small sizes (digital UI) and large-scale use (capsule drops, signage, event graphics). The result is a mark that feels intentional and premium, but flexible enough to support rotating collaborators and changing content.
The PLAYMAKERS wordmark was built to feel merch-native, holding its shape and character in embroidery-scale applications while still reading clean across digital and print.
At its core, Playmakers is about spotlighting local talent. This identity was designed to support the creatives, not compete with them, providing a simple, confident frame for the work and the stories the program elevates.