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Alex Perez


Brand Identity for Madison Wisconsin’s first American professional soccer team, Forward Madison FC. The FMFC logo is filled with Madison easter eggs start with the sash representing the city's isthmus. The 11 rays at the top represent the 11 players on a soccer team and the Roman numerals at the bottom represent 608, the city's area code. The Forward Madison's design system was created to allow flexibility across all applications and still capture the history of football culture.

Creative Direction: Kevin Longino
Photography: Forward Madison


Project 05

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