Pyramids FC is an Egyptian Premier League football club based in Assiut, formerly known as Al Assiouty Sport and recently acquired by chairman Turki al-Sheikh. The new board of the club hired 3e60 creative agency to create a new brand identity. My role consisted in creating their new cartoon logo and a mascot design.
While the name of the club is Pyramids FC, and after testing the Pyramids as main brand element, the concept chosen by the Club was the Sphinx. With this choice we achieved 3 goals: it humanises the brand, makes it visually more interesting and also helps with activations of the sport mascot as key element in the brand identity.
The Sphinx sport mascot character is a key element in the brand identity, as any other brand asset it can be used as a visual element, it can also be manufactured as a costume and be used as events activator.
I created an USA style sport logo design: bold lines, flat color and 2 geographical references: the Pyramids and the Sphinx. The logo can be used on different forms adapting to different case scenarios.
The Team Badge works perfectly over light and dark backgrounds and also in limited palette of color.
PYRAMIDS FC kit for the season 2018 – 2019 has blue and white as primary color. For the second and third uniform they used different shadings of blue.
Top Football Player Ronaldinho Gaucho is brand ambassador of PYRAMIDS FC and regular guest at PYRAMIDS TV.
PYRAMIDS FC ground is 30th June Stadium, in the video you can use the brand application on several mediums.
PYRAMIDS TV regularly features former Egypt, Ajax and Tottenham star Mido, as well as star guests like Roberto Carlos, Robbie Keane and John Terry.
Pyramid FC’s latest media blitz involved splashing adverts of the club’s banners and its guests in one of the most recognisable and high profile locations on the planet, Times Square in New York.
– Pietro Scanziani – CEO at 3e60
