CFP

We partnered with the College Football Playoff (CFP) to fix a major identity crisis they were experiencing. Internal data revealed that 72% of fans incorrectly thought the tournament was run by the NCAA, while only 7% could recognize its actual logo. We solved this by modernizing the tournament's image and leaning into the sport's culture. We shifted the focus from the full "College Football Playoff" phrasing to the punchier, three-letter "CFP" acronym, transforming the property from a corporate administrative body into a premier entertainment brand.

The resulting design system introduces a bold, modern typeface and refreshed the iconic football logo with a metallic "Championship Gold" gradient. We adjusted the logo's bracket lines to directly mirror the physical national championship trophy. To accommodate the expanded 12-team format, we also created arched typography for individual rounds and new "lock-up" logos for the historic bowl games, seamlessly integrating the "CFP" identity across the entire postseason journey.

Agency: Translation
Role: Group Design Director

Responsibilities:

• Brand identity

• Logo system development

• Visual language creation

• Brand guidelines

• Client facing