Kick It Out
Brand Identity
Kick It Out
Brand Identity
Empowering change to discrimination in sport with a positive, collaborative brand identity
Empowering change to discrimination in sport with a positive, collaborative brand identity

Empowering change to discrimination in sport with a positive, collaborative brand identity

Services

Brand Idenity

Webdesign

The Tension

A brand that felt like a warning,
not a rallying cry

A brand that felt like a warning, not a rallying cry

Kick It Out reminded people that discrimination was still rife, meaning engagement felt like duty, not belief. It had also unfairly been labelled “just a t-shirt”, suggesting they weren't taking meaningful action.

Kick It Out reminded people that discrimination was still rife, meaning engagement felt like duty, not belief. It had also unfairly been labelled “just a t-shirt”, suggesting they weren't taking meaningful action.

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The Strategy

From reactive organisation to proactive changemakers

The strategic shift: don't just police bad behaviour, start building toward a world where anti-discrimination charities no longer need to exist. Joy and relief over guilt and weight. And show the world the action we're taking.

The strategic shift: don't just police bad behaviour, start building toward a world where anti-discrimination charities no longer need to exist. Joy and relief over guilt and weight. And show the world the action we're taking.

The Idea

Fill the 'IT' with meaning

IT is everything Kick It Out stands against.
Racism. Sexism. Misogyny. Disablism. A dynamic verbal and visual axis that charges every headline, every application, every campaign. We won't stop until IT stops.

IT is everything Kick It Out stands against. Racism. Sexism. Misogyny. Disablism. A dynamic verbal and visual axis that charges every headline, every application, every campaign. We won't stop until IT stops.

IT is everything Kick It Out stands against. Racism. Sexism. Misogyny. Disablism. A dynamic verbal and visual axis that charges every headline, every application, every campaign. We won't stop until IT stops.

The Brand System

A logo built for the terraces, not the boardroom

Inspired by club badges and football geometry, the mark is deliberately imperfect. Community-made in feel, strong enough to sit alongside Premier League clubs and grassroots pitches alike.

Inspired by club badges and football geometry, the mark is deliberately imperfect. Community-made in feel, strong enough to sit alongside Premier League clubs and grassroots pitches alike.

The Brand System

A typeface that carries the same energy
as the logo

Angular, hand-made in feel, directly informed by the mark. When IT appears in copy, it activates. Visible, charged, and impossible to ignore.

Angular, hand-made in feel, directly informed by the mark. When IT appears in copy, it activates. Visible, charged, and impossible to ignore.

The Brand System

A colour system designed for
collaboration

The brand flexes by taking on the colours of its partners – clubs, governing bodies, schools, brands – without losing its distinctiveness. A platform others can stand on.

The brand flexes by taking on the colours of its partners – clubs, governing bodies, schools, brands – without losing its distinctiveness. A platform others can stand on.

The Brand System

Photography rooted in empowerment,
not confrontation

The art direction reaches for unity and presence. Athletes and communities defined by what they're fighting for. Documentary in feel, human over performative, hope over warning.

The art direction reaches for unity and presence. Athletes and communities defined by what they're fighting for. Documentary in feel, human over performative, hope over warning.

Out In The World

Tools to tackle IT, at every level of sport 

From grassroots pitches to Premier League boardrooms, the system gives communities and clubs the means to make change themselves. Collaboration built into the brand architecture from day one.

From grassroots pitches to Premier League boardrooms, the system gives communities and clubs the means to make change themselves. Collaboration built into the brand architecture from day one.

Out In The World

A launch film to make people feel it

Directed by Glenn Kitson, voiced by Lianne Sanderson. Not a public service announcement, but a rallying cry. The emotional embodiment of the brand repositioning.

Directed by Glenn Kitson, voiced by Lianne Sanderson. Not a public service announcement, but a rallying cry. The emotional embodiment of the brand repositioning.

Credits – Brand Identity

Creative Director:
Alex Haley

Design Directors:
George Lewin
Sean Clarke

Designers:
Binod Tamang
Emily Brown
Celt Iwan
Sonia Figueiredo Dos Santos
Huss Rashid
Ogo Okpue
Savio Borges Palmerston

Digital:
Daisoo Lee

Artwork:
Thomas Stockwell
Matthew Heaps

Executive Producer:
Elizabeth Arnott

Producers:
Adrienne Connell
Simon Downie

Copywriter:
Paul Ewen

Strategist:
Dalonie Graham

Archive Imagery Researcher:
Tom Roberts

Photographer:
Jane Stockdale

Credits – Film

Director:
Glenn Kitson

Lead Creative:
George Lewin

Creative Director:
Alex Haley

EP:
Elizabeth Arnott

Producer:
Adrienne Connell

Assistant Producer:
Teresa Ascencao

DoP: Courtney Bennet

Voiceover:
Lianne Sanderson

Offline Edit:
Pete Fullarton & Kev Reilly at Search Party

Online & GFX:
Lauren Oldfield at Untold Studios

Music & sound:
Killer Crab Men

Styling/wardrobe:
Coco Mell

1st AC:
Oliver Bingham

1st AD:
Clara Paris

Gaffer:
Jamie Hitchens

Drone:
Stem Studios

Photography:
Jane Stockdale

Script:
Paul Ewen

Talent:
Sport & Motion
Zebedee Talent
Rhyce Ramsden
Reuben Adanke
Jeremy Ford

Art Department:
Syd Harmony
Sibel Kaya

Services

Brand Idenity

Webdesign

All Works