TwelfthMan were appointed by FC Basel to reposition the club as the most exciting, innovative and desirable brand in Swiss football.
In Basel, they do things differently. It’s a club with a strong fan culture, in a city with a world-leading and respected cultural arts scene.Our challenge was to create a brand identity which captured the spirit of the club and the city, whilst remaining genuine to their vocal (and often vociferous) fanbase.
Brand strategy
After an in-depth immersion into the history of FCB and the matchday experience, we reviewed and re-worked the club’s brand positioning and strategy to help it find the genuine voice it deserved. A one club city, with its colours (Rot-Blau) at its core, the new brand identity was also inspired by the cities strong art scene and the creative fan culture which makes FC Basel so unique.
The Basel canvas
Drawing inspiration from fan art in and around St. Jakob Park, we created an adaptable and living brand identity around the concept of ‘the Basel canvas’. Taking our lead from the bold, uncompromising fan art aesthetic, we produced a range of textured backgrounds, brush marks, fan iconography and club-inspired patterns to create an expressive graphics toolkit.
Mir Sin Basel
Our brand captures the spirit of being a ‘Basler’; proud, creative and defiant. They do things differently. A vibrant application of red and blue stays true to FC Basel’s heritage whilst also embodying the bold change of positioning. Moving forward with character, and celebrating the past.
