Not only did the typeface need to be able to work when at a large size, but it needed to function at a much smaller scale when used in tables, and as condensed cuts – to allow for especially long player names. This meant some unusual typographic experiments, which included using England player Alex Oxlade-Chamberlain’s name as a test case.

“It was one of those instances where you realize that having a typeface that’s all caps and chunky isn’t going to work,” says DesignStudio. “Working around that was fun.”

The roots of the typeface lie in a wordmark first drawn by DesignStudio in the early stages of the rebrand. Taking the slightly tapered stems of the lowercase r, g and m, Omagari worked closely with the studio to translate these details into the DNA for a full family. The designer spent time in the studio’s east London office, working with the team to draw over letters printed out at enormous sizes, and working on tweaks as the studio suggested them.