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The Ambitious EA Sports Rebrand Looks Great from Every Angle
DixonBaxi rebranded EA Sports to move away from rigid TV conventions toward a flexible, TikTok-inspired visual system for EAFC27.
What: Design studio DixonBaxi transformed the EAFC27 triangular logo into a free-form, context-aware shape. The system abandons fixed identity tropes to support diverse user playstyles and digital-first platforms.
Why it matters: This shift recognizes that modern gaming brands must function as cultural canvases for users rather than static corporate logos, mirroring trends seen in platforms like Roblox.
Decoder
- DixonBaxi: A London and LA-based design studio known for creating visual identities for F1 and Roblox.
Original article
DixonBaxi has rebranded EAFC27, turning the triangular cursor logo adopted after the 2023 split from FIFA into a free-form shape that changes with context. The studio behind the F1 and Roblox identities left TV sports conventions behind for a look closer to TikTok and Twitch. The system is built to move from campaign to culture, letting players of every playstyle, age, and background make the brand their own.
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