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TOTO KNVB Cup: Rebranding

  • Client


  • Service

    Concept, Campaign, Video, Design, Social, Strategy

  • Date


A complete rebranding for the oldest competition in the Netherlands.

New style & sound

A new season of cup football is accompanied by a complete rebranding for the TOTO KNVB Cup. The oldest competition in the Netherlands wanted a contemporary style & sound that matches the high tension and thrill of cup football - and we were happy to assist.

Key design principle

The TOTO KNVB Cup is known for its unpredictability. This feeling of ultimate tension from start to finish is the key design principle point for the new style, that is visible and audible on all owned channels of the Royal Dutch Football Association and the broadcast kit on ESPN.

Studio GraphicHunters

The style and the complete broadcast kit for ESPN was developed in collaboration with design Studio GraphicHunters. They opted for a sleek style that offers space for football to shine. The logo has been modernized and supplemented with style elements inspired by a heartbeat. This has resulted in a modern, dynamic style, which will be used to build on the TOTO KNVB Cup brand. In addition to the new visual style, a new soundtrack was created with the help of Major Fifth & by RAVEN together with a professional orchestra from Sofia.

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