Design
Concept

Our brand has been designed with two modes. ‘Hielo’ and ‘Feugo’. Together they allow us to create balance, contrast, and drama within our communications – revealing our true colours to the world.

Hielo

AUTHORITATIVE, COOL, CALM AND COLLECTED; HIELO LOOKS YOU STRAIGHT IN THE EYE, AND TELLS YOU LIKE IT IS.

Hielo’s powers:

Delivering information simply and clearly
Setting up remarks for Fuego to spark
3. Getting the LLA taken seriously

Fuego

OUR PASSION, OUR SPICE, OUR FIRE. FUEGO LAUGHS WITH YOU – AND OCCASIONALLY AT YOU. IT’S NEVER AFRAID TO GO THERE.

Fuego’s powers:

Sparking attitude
Injecting some of our opinion as a league
Bouncing off Hielo to make the crowd laugh

Design
Principles

Always keep these two principles in mind when designing communications for our brand. They will help our designs feel clear, considered and consistent.

Over the next few pages we will break these two principles down in more detail.

PRINCIPLE 01:
FOCUS THE FUEGO

We have a lot of firey elements within our brand toolkit, so it's important we use them wisely.

Here are 3 examples that each focus on one 'Fuego' element at a time.

Focussing on one firey element per communication will help create a singular point of focus, avoiding over complicated designs.

Example 1
Hielo text + Fuego highlight

Example 2
Hielo text + Fuego colour gradient

Example 3
Hielo text + Fuego tape type

PRINCIPLE 02:
KEEP IT HIELO

The cool, calm and collected side of our brand is just as important as our fire. Our colour and type alone can pack a punch, so if in doubt – keep things 'Hielo'.

Here are 3 examples of our 'Hielo' elements creating strong, simple designs on their own.

Example 1
Hielo colour + type

Example 2
Hielo text + Fuego colour gradient

Example 3
Hielo text + Fuego tape type

WORKING TOGETHER

Here are some examples of communications that feature our graphic elements working together. This breakdown helps explain the design system in more detail.