Community
Sport is the excuse; connection is the goal. Huddle brings enthusiasts and beginners together around the shared game.
Branding App
Creating the identity of a social sports app
01 / OVERVIEW
Huddle is a social sports platform that reimagines sport as a moment of sharing, inclusion and human connection. The project was to create a complete brand identity, from the logotype to the guidelines, able to carry the values of community, pushing your limits and accessibility.
- Client
- Huddle APP
- Role
- Brand Designer
- Timeline
- Ongoing project — 2026
- Deliverables
- Brandbook, Logotype, Brand guidelines, UI kit
02 / THE CHALLENGE
Making sport a driver of social connection.
One of Huddle’s main challenges was to steer away from the cold, exclusive codes of pure athletic performance towards an identity that feels human, organic and inclusive. The tone had to stay strong yet welcoming.
The brand had to spark an instant sense of belonging, while adapting both to the ergonomics of a modern mobile app and to bold print communication in urban spaces.
OUR PURPOSE
Making sport a driver of social connection.
Huddle rethinks sport not as a chore or a solitary performance, but as a moment of sharing, inclusion and human connection.
03 / BRAND STRATEGY
Inspirations & Core Values
Going further
Improving together, encouraging individual progress without judgement, and celebrating every small team victory.
Accessibility
No need to be an elite athlete. Huddle is designed so everyone finds their place on the field, whatever their level.
04 / LOGOTYPE
Building the logotype
Huddle’s official logo combines an original typeface, “Hobeaux Black”, with a logomark depicting players gathered in a tight circle (a “huddle”). The symbol visually expresses solidarity and team spirit.
KEY USAGE GUIDELINES
- Clear space: Keep a 16px exclusion margin all around the logo.
- Minimum size: The logomark must never be displayed narrower than 24px on screen.
- Don’t: Distort the logo, change its prescribed colours or separate the symbol from the brand name in primary communication.
02 / Reversed Version (on Dark Background)
03 / Monochrome Version (on Accent Background)
05 / COLOUR PALETTE
The colours of the sports community
The colour palette pairs the structured elegance of Aubergine with the festive energy of Orange and Amber Yellow, all balanced by a neutral, organic Cream.
CERTIFIED CONTRASTS
Cream Text on Aubergine
Aubergine Text on Cream
White Text on Vivid Orange
06 / TYPOGRAPHY
Type rules and scale
HEADINGS
Bricolage Grotesque
Used for high-impact headings. Chosen for its sturdy, organic and warm character, which perfectly reflects the friendly spirit of team sport.
Body & UI
Plus Jakarta Sans
Chosen for its excellent on-screen legibility in scoreboards, team lists, location maps and match interactions.
Push your limits
Overall ranking
Activity of the week
Your performance
Training details
Discover clubs near you and join the game.
Team sport reinvented to connect people and have fun.
UPDATED JANUARY 2026 • TECHNICAL GUIDELINES
07 / ICONOGRAPHY
Mascots and Photos
Photos used to promote Huddle must always embody cohesion and team spirit. The mascots are used in Huddle’s gamification features and as marketing communication tools.
08 / In context
The art direction in the field
The identity adapts to every touchpoint, from the mobile app to urban poster campaigns.
