BRAND GUIDELINES · 2025
Brand Guidelines
Everything you need to represent Football Matter consistently across the website, social media, print, and beyond — colours, typography, templates, and voice.
Section 01
Brand Identity
The foundation of who we are, what we stand for, and how we present ourselves to the world.
Brand Name
Football Matter
Marketing / Social: "Football Matter" (two words, title case)
Digital / URL: "FootballMatter" (one word, no space)
Domain: footballmatter.com
Never use: "Sports Matter", "Sportsmatter", "FM" alone
Tagline
"Where Football Intelligence Lives"
Use in bios, banners, and profile descriptions. Secondary tagline: "AI-Powered Football Analytics" for technical contexts.
Mission Statement
"To make football intelligence accessible to every fan — not just professionals with expensive tooling."
Use this as the brand's north star in About sections, pitch decks, and press materials.
Brand Personality
Bold
Intelligent
Passionate
Data-Driven
Accessible
Cutting-Edge
Community-First
Precise
Section 02
Logo System
Consistent logo usage is critical. These rules ensure the brand mark always looks its best.
Full Logo — Dark BG
Primary usage. Icon + wordmark on any dark surface.
Icon Only
Profile pictures, favicons, watermarks, small sizes.
Full Logo — Card BG
On elevated card surfaces and panels.
Minimum Sizes
Icon-only (profile pic, favicon)
32px
Full wordmark (digital)
160px wide
Full wordmark (print)
30mm wide
Watermark on post
80px wide
Logo Don'ts
Do not stretch or distort proportions
Do not recolour the icon or wordmark
Do not place on busy, patterned backgrounds
Do not add drop shadows or outer glow effects
Do not rotate the logo
Do not use low-resolution versions below minimum size
Do not use the wordmark without the icon mark
Clear Space Rule
Always maintain a minimum clear space around the logo equal to the height of the icon mark × 0.5 on all sides. This prevents the logo from competing with surrounding elements and ensures visual breathing room.
Section 03
Colour Palette
Our colour system is built on a dark-mode-first philosophy. Neon accents on deep navy create the high-energy, tech-forward identity of Football Matter.
COPY
Cyber Cyan
#00f5ff
RGB 0, 245, 255
CMYK 100,4,0,0
Primary — CTAs, borders, highlights, active states
COPY
Electric Purple
#b44bff
RGB 180, 75, 255
CMYK 29,71,0,0
Accent — Gradients, badges, secondary highlights
COPY
Deep Navy
#0a0c12
RGB 10, 12, 18
CMYK 44,33,0,93
Background — Page surfaces, card backgrounds
COPY
Surface Card
#1a2235
RGB 26, 34, 53
CMYK 51,36,0,79
Cards — Elevated containers, panels
COPY
Goal Green
#10b981
RGB 16, 185, 129
CMYK 91,0,30,27
Success — Goals, wins, positive stats
COPY
Amber
#f59e0b
RGB 245, 158, 11
CMYK 0,36,96,4
Warning — Yellow cards, cautions
COPY
Live Red
#ef4444
RGB 239, 68, 68
CMYK 0,72,72,6
Live / Alert — Live indicator, red cards
COPY
Ghost White
#f1f5f9
RGB 241, 245, 249
CMYK 3,1,0,2
Text — Primary body copy, headlines on dark
COPY
Muted Text
#94a3b8
RGB 148, 163, 184
CMYK 20,11,0,28
Secondary text — Descriptions, metadata
Primary Gradient
Buttons, borders, progress bars, active indicators
COPY
Surface Gradient
Hero backgrounds, header overlays, dark panels
COPY
Success Gradient
Goal celebrations, win states, positive KPI tiles
COPY
Alert Gradient
Breaking news banners, urgent alerts, red card events
COPY
Section 04
Typography
Two typefaces. One bold and loud for display. One clean and readable for everything else.
Display — Bebas Neue
FOOTBALL MATTER
Used for: All major headings, scoreboards, player names, match numbers, section titles, hero headlines, social media graphics.
Weight: Regular (only one weight available)
Case: ALL CAPS only
Tracking: +40 to +80 letter-spacing
Body — Inter
Football intelligence
for everyone.
Live scores, deep analytics, and AI-powered insights — all in one place.
Used for: Body copy, descriptions, labels, captions, navigation, UI text.
Weights: 400 (body), 600 (semibold), 700 (bold), 800 (extrabold)
Fallback: system-ui, -apple-system, sans-serif
Type Scale
H1 — Hero
Bebas Neue
64–80px
Regular
Page hero headlines, OG images
H2 — Section
Bebas Neue
40–52px
Regular
Section titles, match scores
H3 — Card Title
Inter
20–24px
700
Article titles, player names
H4 — Sub-heading
Inter
16–18px
600
Card sub-headings, labels
Body
Inter
14–16px
400
Paragraphs, descriptions
Caption / Label
Inter
11–12px
600–800
Tags, badges, metadata
Section 06
Post Template System
Five core templates cover 90% of content types. Each follows the Football Matter design language — dark base, neon accents, Bebas Neue display type.
Match Score Card
1:1 / 16:9
Full-time results, live scores, fixture announcements
Design Elements
Split panel — home/away team colours
Score in Bebas Neue 96pt centred
Cyan separator line with neon glow
Team badges + names
League badge + match date footer
FootballMatter logo watermark BR
Breaking News
1:1 / 4:5
Transfers, injuries, managerial changes
Design Elements
Dark red top accent bar "BREAKING"
Headline in Bebas Neue 72pt white
Sub-headline in Inter 18pt muted
Source badge bottom-left
Subtle stadium photo background blur
FootballMatter logo watermark BR
Player Spotlight
4:5 / 9:16
MOTM, stat milestones, player profiles
Design Elements
Player silhouette / photo full-bleed BG
Purple-to-navy gradient overlay
Stat tiles: Goals / Assists / Rating
Name in Bebas Neue 80pt
Club + league badge
FootballMatter logo watermark TR
League Table Snapshot
4:5
Weekly standings, title race, relegation
Design Elements
Dark card rows, alternating opacity
Position + team + pts + GD columns
Top 4 rows highlighted cyan
Relegation rows highlighted red
League badge + gameweek label
FootballMatter logo + URL footer
Match Day Hype
1:1 / 9:16
Pre-match build-up, kick-off reminders
Design Elements
VS layout — home vs away badge large
Kick-off time in Bebas Neue amber
Neon glow background effect
Competition badge centred top
"TODAY" or countdown label
FootballMatter logo watermark
Universal Design Rules
Always dark background
#0a0c12 or darker. Never use white/light backgrounds for social posts.
Watermark on every post
FootballMatter logo, bottom-right, minimum 80px wide, 60% opacity.
Neon top accent line
Cyan-to-purple gradient bar, 3px, full width at top of every post.
Single dominant colour
Each post has ONE accent colour. Cyan (data/stats), Purple (editorial), Green (goals/wins).
Bebas Neue for numbers
Scores, stats, percentages — always in Bebas Neue. Never Inter for key numbers.
Source attribution
Always credit the data source in a small label. Builds trust and credibility.
Section 07
Brand Voice & Tone
How we write is as important as how we look. Football Matter speaks with authority but stays accessible — data-backed, passionate, and never patronising.
Authoritative
We know our football. Cite data, name your sources, be specific.
Accessible
No jargon without explanation. Stats should inform, not intimidate.
Passionate
We love the game. Let that energy come through — but stay measured.
Precise
Every number matters. Don't say "loads of goals" — say "14 in 8 games".
Twitter / X
Punchy · Fast · Data-backed
Do
Lead with the number or stat
Keep to 1–2 short punchy lines
Use emojis sparingly (football ⚽, fire 🔥, stats 📊)
Quote the data source
Don't
Long threads for simple facts
Clickbait "You won't believe..."
All-caps ranting
Example Post
⚽ Haaland: 36 goals in 32 games. The numbers don't lie. #EPL #FootballMatter
Visual-first · Informative · Inspiring
Do
Let the graphic do the talking
Caption adds context, not repeats the visual
Use line breaks for readability
3–5 relevant hashtags
Don't
Walls of text in captions
Hashtag spam (20+ tags)
Off-brand filters or colours
Example Post
The moment that changed the match. 📊 Full stats breakdown in our AI chat — link in bio. #FootballMatter #ChampionsLeague
Conversational · Community · Analytical
Do
Ask questions to drive comments
Share deeper analysis pieces
Tag teams/leagues when relevant
Use native video for Reels
Don't
Pure promotional posts
Ignoring comments
Posting the same content as Twitter verbatim
Example Post
Was that the best Premier League performance of the season? 🤔 Share your player ratings below — and check our full AI match breakdown. #FootballMatter
TikTok
Energetic · Storytelling · Accessible
Do
Hook in the first 2 seconds
Use trending audio where relevant
Explain stats like talking to a mate
Branded lower-third on every video
Don't
Dry stat recitations
Forgetting captions/subtitles
Ignoring TikTok-native trends
Example Post
"Three stats that prove [player] is elite right now…" — quick-cut stat reveal with FootballMatter lower-third branding.
Section 08
Hashtag Strategy
Consistent hashtag usage grows our discoverability. Use the core brand tag on every post, then add contextual tags relevant to the content.
Core Brand Tags
Use on EVERY post across all platforms
#FootballMatter
COPY
#FMAnalytics
COPY
#FootballData
COPY
#FootballAI
COPY
Match Day Tags
Add when posting about specific competitions
#MatchDay
COPY
#PremierLeague
COPY
#ChampionsLeague
COPY
#LaLiga
COPY
#SerieA
COPY
#Bundesliga
COPY
Content Tags
Add based on the content type of the post
#FootballStats
COPY
#FootballAnalysis
COPY
#MOTM
COPY
#TransferNews
COPY
#LineupReveal
COPY
Engagement Tags
Add to grow reach and community engagement
#FootballFans
COPY
#FootballCommunity
COPY
#WatchFootball
COPY
#FootballNerd
COPY
Hashtag Usage Rules by Platform
Twitter / X
1–3 tags
Embed within the copy or add 1–2 at the end. Never hashtag spam on Twitter.
5–10 tags
Add after a line break in the caption. Use a mix of niche and broad tags.
2–4 tags
Use sparingly. Facebook hashtags have low impact — keep it clean.
TikTok
4–7 tags
Mix #FootballMatter with trending football and platform-native tags.
Section 09
Brand Assets & CSS Variables
Copy the CSS design tokens directly into any project to stay on-brand instantly.
brand-tokens.css
COPY
/* FootballMatter Brand Tokens */
:root {
--fm-cyan: #00f5ff;
--fm-purple: #b44bff;
--fm-navy: #0a0c12;
--fm-card: #1a2235;
--fm-green: #10b981;
--fm-amber: #f59e0b;
--fm-red: #ef4444;
--fm-white: #f1f5f9;
--fm-muted: #94a3b8;
/* Gradients */
--fm-grad-primary: linear-gradient(135deg, #00f5ff, #b44bff);
--fm-grad-surface: linear-gradient(180deg, #070911, #0a0c12);
/* Typography */
--fm-font-display: 'Bebas Neue', Impact, 'Arial Narrow', sans-serif;
--fm-font-body: Inter, system-ui, -apple-system, sans-serif;
}Available Brand Files
/icon.svg
Master logo SVG — scalable, full quality
SVG
COPY
/favicon.ico
Browser favicon (16×16, 32×32)
ICO
COPY
/og-default.png
Default Open Graph share image
PNG
COPY
Design Tool Setup
Import the CSS variables into Figma / Adobe XD via the token plugin
Bebas Neue: free on Google Fonts (google.com/fonts)
Inter: free on Google Fonts — use variable font for flexibility
Canva: set brand kit colours from the hex values in Section 03
Use footballmatter.com/icon.svg as logo asset in any tool
New Tool
Social Post Generator
Instantly generate branded OG images for match scores, breaking news, and match day hype cards — ready to share on any platform.
Football Matter Brand Guidelines — Version 1.0 · 2026
Questions? Reach out via footballmatter.com
Section 05
Social Media Specifications
Exact dimensions, safe zones, and usage guidance for every platform Football Matter operates on.
Profile Picture
180 × 180 px
Logo icon centred, navy bg. Displayed at 40px on desktop.
Cover / Banner
820 × 312 px
Wide dark banner. Keep logo & text in centre 640px safe zone.
Feed Post
1200 × 630 px
Standard link preview & post image. Landscape.
Story
1080 × 1920 px
Vertical. Keep key content in middle 1080×1420px safe area.
Facebook Cover Banner — Design Spec
WHERE FOOTBALL INTELLIGENCE LIVES
820 × 312 px
— — safe zone — —