The Brand

Total 90 is a dynamic and impactful brand in the way that its brand name holds true to its purpose — the 90 alluding to the number of minuted in the beautiful game of football. While more traditionally known as a football academy, the goal was to create a brand that speaks to a young audience and to stand out amongst other existing clubs in the Caribbean that tend to use literal symbolism.

When designing the brand, we developed an eye-catching, unisex palette that holds no relation to place and/or time and is complimented by a clean but loud serif font. These elements, together with the diagonal placement of the 90 convey movement and sharpness — very much like the game itself and the passion imbued in the mission of the brand.