In 2012 the London agency GBH commissioned us a custom typeface for the Puma football teams for use in the Brazil World Cup 2014 as well as in the national competitions. Puma was using our square sans serif Geogrotesque in all of their communication and they wanted a condensed version for the World Cup football jerseys. Basically, the concept was to incorporate the marks of the football pitch into a condensed version of Geogrotesque, without being too literal. We replaced all diagonals by subtle curves, so it still refers to the pitch but preserves the legibility creating a unique personality at the same time.
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