DESIGN
GUIDE
2024
Welcome
The F.C. Copenhagen brand is an extension of Copenhagen itself, its history and attitude. It represents the city’s elegant towers and palaces, as well as the gritty industrial areas and underground cultures. It embodies the coolness of the high street and the warmth of the local pub. Copenhagen is a diverse city, a blend of cultures and influences. It isn’t simply black and white. Copenhagen is white and blue.
These guidelines provide an overview of the F.C. Copenhagen brand identity. They explain its proper use and highlight the unique characteristics that distinguish the brand.
– The FCK team
Content
01.
Logo
Introduction │ Logo │ Symbol │ Flag │ Logo colors │ Clear space │ Lock-ups │ Sponsorships │ In use
Introduction
Our logo, inspired by the Lion motif prevalent in the city of Copenhagen, represents regality. We use this logo with pride as it symbolises our aspiration and continuously drives us forward.
This section will introduce our logo, along with our various supporting marks and symbols, and provide guidance on their correct usage.
Logo
Our primary logo, created in 1992, is a core aspect of our visual identity. It consists of three elements: the lion's head, our name — and the Danish flag, which symbolises our dedication to the capital and its people.
The logo becomes monochromatic when it is displayed in colours other than FCK Blue or on coloured or dark backgrounds. In these cases, the flag adopts the same colour as the rest of the logo.
Symbol
Our symbol, a simplified version of our logo, consists only of a circular lion's head. This flexible brand asset can be used across various sizes and touchpoints. It may appear alone or alongside the logotype.
Typically, this symbol is used for our commercial or lifestyle-leaning business areas. It's also used when there's a need to separate the logo and logotype, or when the primary logo would become too small.
Flag
Our flag - representing the colors of Copenhagen and our mother clubs, B1903 and KB, serves as an additional brand asset that can function as a subtle identifier. It can be used as a label on merchandise, or in collaborations or partnerships where our logo or symbol isn't suitable, or in which the F.C. Copenhagen brand assumes a subtle role.
This brand asset should be used with subtlety and creativity, and should rarely be the focus of a touchpoint or application.
Logo colors
Our logos are available in one of three colours: white, black, or FCK Blue.
Please note that the flag in the primary logo is only red when the logo colour is FCK Blue.
Clear space
The minimum clear space refers to the necessary space between the logo and other elements or assets. The clear space also defines the required distance from the logo to the edge of a given format. It is defined as 50% of the logo's width or height.
Lock-ups
The symbol can be combined with the logotype or other text in various ways. Regardless of whether it's aligned horizontally, vertically, or even placed on either side of the symbol, the rule remains the same: the space between the symbol and text should be 25% of the symbol's width or height. The text is 70% of the symbol’s height, and the vertical placement of the two should be optically balanced.
Sponsorships
Sponsorship or partnerships are managed as shown: the F.C. Copenhagen logo is clearly separated from the partner's logo and/or logotype by a line. Both the line and the partner's logo should use the same colour as the F.C. Copenhagen logo.
02.
Colors
Introduction
Copenhagen is white and blue, and so is the basis of our color palettes. FCK White, FCK Blue, and FCK Black constitute the primary triad of colors for both men's and women's palettes. The distinction between these palettes lies mainly in the differentiated use of colors and a unique spot color — FCK Bright Blue for the men's palette and FCK Women's for the women's palette.
Men's
Color palette
This is the primary color palette of the F.C. Copenhagen men's team. The main colors of the men's team are FCK White and FCK Blue, followed by FCK Black and FCK Dark Blue. Colors should only be recreated using the defined values shown here.
Men's
Background colors
Consider the combinations of text and background shown here when working with the FCK Men's color palette to ensure proper contrast and legibility.
Men's
Base color examples
Displayed here are various graphic touchpoint examples, each showcasing different color combination approaches. They serve as inspiration for working with the FCK Men's color palette.
Women's
Color Palette
This is the primary color palette of the F.C. Copenhagen women's team. The main colors of the women's team are FCK Women’s and FCK Black, followed by FCK Soft Blue, FCK Blue, and FCK White. Colors should only be recreated using the defined values shown here.
Women's
Background colors
Consider the combinations of text and background shown here when working with the FCK Women's color palette to ensure proper contrast and legibility.
Women's
Base color examples
Displayed here are various graphic touchpoint examples, each showcasing different color combination approaches. They serve as inspiration for working with the FCK Women's color palette.
03.
Font
Introduction │ Header │ Subheader │ Body text │ Text hierarchy │ In use
Introduction
The typographic style of F.C. Copenhagen includes several distinctive fonts. FCK Sans and FCK Serif, our headline fonts, are a tribute to Copenhagen and its historic street signs. Just as the street signs are a mix, our typographic style originates from the combined use of these fonts. Therefore, they are both considered equally important to the brand.
FCK Sans
Header
FCK Sans captures the industrial, modern, and cool aspects of Copenhagen. This medium contrast, condensed sans-serif font draws inspiration from the city's street signs. Certain lowercase characters strongly embody the Copenhagen design DNA. Therefore, the font's tone can be subtly diminished when writing in all-caps and intensified when using mixed case.
FCK Serif
Subheader
FCK Serif draws inspiration from the grand, historical, and decorative elements of Copenhagen. This high-contrast, serif font is influenced by the city's street signs. The design DNA of Copenhagen is strongly reflected in certain lowercase characters. As a result, the font's tone subtly decreases when written in all caps and intensifies when using mixed case.
FCK Text
Body
FCK Text is a geometric sans serif font family available in multiple weights. It's suitable for longer bodies of text and smaller typeset text due to its high legibility and flexibility. FCK Text is used in all paragraphs, whether in digital or printed format.
Text hierarchy
In our text hierarchy, FCK Sans and FCK Serif are used for headlines and decorative elements like pull-quotes or drop-caps. For all other text, we use FCK Text. The distinct use of these different fonts guides the reader's eye through the content, ensuring that information is delivered both effectively and efficiently.
04.
Crest
Introduction
Our crest is a tribute to our captivating capital and its rich history. It encapsulates everything from the defining battles of its past to the architecture that continue to define its skyline. This secondary brand mark should be used in a creative and bold manner, reflecting the contrasting nature of the city itself.
Crest
Our crest pays tribute to Copenhagen. It features an abstract representation of the city — its spires, towers, stone bridges, and harbour. Above this, the crown and Dannebrog symbolise our heritage as 'Kongeklubben fra København' and the responsibility that comes with it. A lion and a lioness stand guard on either side of the city, symbolising our men's and women's teams, united for Copenhagen.
Placement
The crest should be positioned freely and asymmetrically — overlapping frames, text, or images. This approach creates the necessary contrast, lending an edge and boldness to this otherwise ornate motif.
Crest icons
The crest encourages numerous secondary motifs. Elements such as the knight's helmet, the crown, and the waves can be individually reinterpreted. This creates a collection of icons for use on social media, merchandise, and fan-based communication.
Creating additional icons that are not present in the crest is encouraged. The crest should serve as a guide for the drawing style that these new icons should strive to match or mirror.
Use of Crest Icons
Icons, when combined with text, can create unique and branded communication pieces. The examples provided here demonstrate just a few of the many ways these brand assets can be utilised.
05.
Motion
Motion Principles
Drawing inspiration from the lion, our motion design principles embody its essence. From the subtle power of a lion’s pounce, the agile control it demonstrates when moving in on its prey, to its thunderous roar.
Motion Easing
Easing is the essence of our motion principles.
To craft engaging and impactful moving content is important to combine the different types of motion curves. It is important to know that these are not strict rules when creating motion pieces but really important to maintain the essence of the brand.
Subtle Power
Our motion mirrors the subtle power of a lion.
High speed and strong easing make for engaging motion.
Maintaining a balance and not overdoing it, is key to ensuring clarity and readability across our animations.
Agile Control
Our designs reflect the agility and control of a lion, capable of fluid movements and quick path adjustments.
The combination of sudden transitions and fluid movement results in dynamic and elegant motions that flow effortlessly.
Thunderous Roar
Our animations should resonate powerfully, similar to a lion's roar. Dynamic positioning, quick scaling, and stark color changes leave a lasting impression.
06.
Image style
Introduction
Our photography should represent our brand identity and establish recognizability around F.C. Copenhagen. Consistency in our photographic expression is key.
Image style principles
→ 01 - Less photojournalism, more artistry
Different point of views of the subjects and compositions that differ from the traditional. Minimalism and focusing on the key subject that tells a story instead of the masses.
→ 02 - Emotions
Being as close os possible to the emotions of football. Portraits of fans showing their love for the club, or footballers screaming after a last minute goal.
→ 03 - Tell a story
Focusing on key subjects through close-ups are a good way to achieve this. We focus on utilizing the access we have to show viewers what they usually don't see on the TV or at the stadium.
→ 04 - Identity
Include colors and artifacts of the club and the city. Copenhagen is part of that identity; shooting subjects in the city and bridging F.C. Copenhagen and the city of Copenhagen.
Color correcting and editing
Colour grading can play a crucial role in maintaining consistency and reinforcing brand identity across a series of images.
→ 01 - Contrast, texture & clarity
By increasing the contrast, texture and clarity settings in a photo, we dramatically amplify the visual impact by accentuating the difference between light and dark areas.
→ 02 - Exposure
We try to shoot the image underexposed and in editing, we increase shadows and exposure and decrease highlights.
→ 03 - Temperature
We respect the white balance in editing. For on pitch-photos, we aim to create a green/red tint in the shadows for a more cinematic expression.
→ 04 - Saturation & vibrance
Generally, we desaturate the green and red colors for on-pitch photos, and increase saturation for blue tones. We also increase vibrance to bring more life to the photos.
Cropping
Cropping is key to generate the visual impact we want. We look for unique angles, perspectives, and framing to create visually compelling images.
Shooting from high angles in an open space to create a minimalistic picture, or low angles, emphasising the power and intensity of players.
Unconventional framing highlights the symmetry and patterns of the game.
In use
07.
Grid & layout
Coming soon │ Coming soon │ Coming soon
08.
Digital applications
Coming soon │ Coming soon │ Coming soon
09.
Print applications
Merchandise│ Stadium branding │ Coming soon
Merchandise
Stadium branding
Vi er
København
All brand assets and trademarked designs including, but not limited to, logos, symbols, fonts and crest, belong to F.C. Copenhagen and can only be used by employees communicating on behalf of F.C. Copenhagen or upon official written approval from FCK Marketing.
Contact:
grafiker@fck.dk