EA Sports FC 27 turns its logo into a flexible identity system
London and LA studio DixonBaxi has reworked the EA Sports FC identity, reshaping the 2023 triangular mark into a free form that can take many different visual treatments.
EA Sports FC, the football game series that was called FIFA until EA’s 30-year licence with FIFA ended in 2023, has a new identity for EA Sports FC 27. The work comes from DixonBaxi, a studio based in London and Los Angeles.
From fixed triangle to free form
The 2023 identity, created with support from Uncommon Creative Studios, used a triangular logo that echoes the cursor shown above the controlled player in the game. According to Creative Bloq, DixonBaxi has reshaped that triangle into a free form that can take many context-specific visual treatments, turning a fixed logo into a customisable system.
A brand that is lived, not just played
DixonBaxi creative director Karun Agimal explains the thinking in the coverage: “FC couldn’t just belong to the players already inside it,” and “EAFC is a brand that isn’t simply played. It’s lived.” The game claims around one billion active users, which is why the identity needs to stretch across many touchpoints.
The verdict
Heinrich Paravicini, co-founder of the German agency MUTABOR, reviewed the work in Creative Bloq’s Brand Check series and calls it a strong example of an identity that lets users make the brand their own.
Sources (1)
- Creative Bloq The ambitious EA Sports rebrand looks great from every angle ↗ · 23 October 2026https://www.creativebloq.com/news/the-ambitious-ea-sports-rebrand-looks-great-from-every-angle
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