Kick it Out

Established in 1993, Kick It Out is a UK-based advocacy organisation that fights all forms of discrimination in the world of football and beyond.

We created a new brand identity with the aim of giving people the tools to tackle ‘IT’, by enabling anyone from grassroots communities to top-tier clubs to use the brand to drive change.

At the core of the new identity is a logo with attitude, inspired by football club crests, crafted to feel imperfect and community-made. The typeface, directly informed by the angular logo, channels that same grassroots, hand-made feel through all the messaging.