I realized that a forward slanting san-serif lettering is the most appropriate look. It’s sporty, clean, cool and simple. “NW Futsal” should sit on a single line to avoid being overly complex.

Revisions - : Rough Process

In the sketches, I stumbled on the “NWF” acronym. Acronyms have an official feel and are common in sports leagues and associations (MLS, MLF, EPL, FIFA - NWF). It also creates flexibility by offering another way to display the brand. “NW Futsal” or “NWF”. Using forward-slanting san-serif lettering, I tried out different acronym options.

The single line variations were reading better than the stacked versions. The slanted “N” / “W” are intentional overlapping - I thought this was a cool and subtle way to represent the partnership between the different NW Facilities. I created script lettering for “utsal” that reflected the style of the san-serif NWF. The connected script lettering is stylistically appropriate for the role of the association will play in connecting facilities.

Strongest Direction: Rough Process

I revised the lettering using guidelines to create a consistent slant. I also made adjustments to the letter widths and the style of the “s”.

After revising the initial concept, I tried out some alternative options to see if anything would work better. The brush lettering felt too busy and the disconnected lettering wasn’t as thematically appropriate as the connected script.

Proposed Direction: Rough Process

Below are touched up scans of the proposed lettering.

The hand lettering is cool and unique, but still clean simple and long lasting. The lettering contains strong symbolism and communicates the function of the association through the overlap in “N/W” and the connected script lettering in “utsal”.

Next Steps: Rough Process

If approved I would digitize the lettering over the next few days. To connect the brand to soccer, I would create a third design that uses the lettering with a symbol or container. I would spend the rest of the time working on the most effective solution. Below are a few initial ideas. The hexagon shape is meant to reflect a patch on a soccer ball. The badge would be a more direct way to tie the brand to soccer.

Let me know your thoughts. Happy Friday!
-Stephen