Page 1

American Heroes An NFL Charities Initiative

shut up and play through the pain

Contents 1. Research 1.1 Company Research 1.2 Personas 1.3 Creative Brief

2. Process 2.1 Design Research 2.2 Moodboards 2.3 Logo

3. Style

3.1 Logo standards 3.2 Logo Guidelines 3.3 Color Palette

3.4 Typography

4. Media

4.1 Documentary 4.2 Website

4.3 Mobile App 4.4 Music Single 4.5 Twitter Auction 4.6 Charity Game


1.1 Company 1.2 Personas 1.3 creative brief

1.1 Company As the most popular sports franchise in America, the NFL (National Football League) is a premiere brand that generates billions of dollars in annual revenues. But it comes at a cost: the long-term physical, mental and emotional health of its players, and by extension, their families. Comprised of 32 member teams split evenly between 2 conferences, each with 4 divisions, the NFL has always been an impassioned sport that channels excitement in fans, players and everyone within the organization. Despite early popularity, the NFL was not officially recognized as a major sports organization until the 1950s, most specifically during the 1958 Super Bowl. The NFL’s popularity increased through the 1960s and merged into its current version in 1970. NFL kicks off with pre-season in August, official season in September and playoffs through December and January. The season ends with the Super Bowl, which is held in late January or early February. The Super Bowl is one of the world’s most popular sports events, and generates $150 million for the city it hosts, not to mention approximately $4 million for each 30 second commercial on TV.

1.2 personas

Average Player The average NFL player is active for 3.5 seasons. He makes a salary of approximately $1.1 million per year. If he makes it to the playoffs, he makes bonus money for every game. If he’s an offensive lineman, he’s three times more likely to suffer from a concussion, which increases his risk of CTE, or degenerative brain disease.

1.2 Personas

Average fan The average NFL fan is a man between the ages of 25-44. His annual income ranges between $50,000 - $150,000. He has some college education and is a father.

1.3 brief


2.1 Design Research 2.2 Moodboards 2.3 Logo


3.1 logo standards 3.2 color scheme 3.3 typography

3.1 Logo Old


The old NFL Charities logo used to be a simple round design that somewhat emulated buttons seen on denim jeans. The new logo for this particular campaign is refeshed with an active appearance that denotes action, movement and infers upward mobility drawn on development and actions of those who served in the past to support positive causes in NFL and military history.

3.1 Logo

The new logo is designed for use specifically for the American Heroes campaign; it can easily be applied to all NFL Charities campaigns and overall site design. The logo is to be no more than 1 inch wide and maintain an appropiate space margin on all sides. The single color rendering of the logo is only to be used when full color is not available for

3.1 colors

3.3 typography Endzone Sans Condensed is the official font of the NFL, however, it’s narrow design is not easy to read. To add a fresh look to the NFL Charities brand campaign, traditional NFL colors are maintained, but the distinction will be made in terms of font selection. Archive is a clear font with strong linear character, yet unique design touches that are fresh, modern and masculine. Helvetica provides clear, easy to read text for the font. It’s neutral, clean design works well both in digital and print formats. Endzone Sans Condensed is used in sparing and mostly decorative application. Together, these fonts give a crisp, modern feel to the campaign. They’re stylish, no-nonsense and manly, speaking to the masculine man of today.


abcdefghijklmnopqrstuvwxyz 1234567890

Endzone Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz


Helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Peterson_L 10.2.1 Draft  

Week 2 10.2.1 Assignment - school use

Read more
Read more
Similar to
Popular now
Just for you