Brand Elements
Color
We use color purposefully to enhance communication. This helps us create visual patterns that make interacting with our products intuitive across platforms.
For more, see the Facemask Swatches and Color guide.
NFL Mobile App with light theme UI
NFL Network App with dark-theme UI
Typography
The All-Pro font family was designed for clear communication of football content across digital platforms.
Voice and tone
Voice
At the NFL, we understand each fan comes with their own unique level of football knowledge. That's why we speak with the personality of a great assistant coach. We communicate using the self-confident motivational nature of the NFL to guide all fans across all digital platforms.
Tone
Our tone is generally casual and conversational in nature, but changes to match the emotional state of our fans.
For example, when fans are asked to make a decision, our tone is patient, clear and concise providing just enough information to allow for informed decision making.
When a fan’s favorite team scores, our tone changes to express the excitement of the situation.
Check out our Facemask Voice and Tone Guide for more (Coming soon).