Fifty/50

ESPN has launched a month-long “Fifty/50” a monumental initiative highlighting the civil rights journey of women across the sports and cultural landscape with elements launching across The Walt Disney Company. The initiative commemorates the 50th anniversary of the passing of Title IX, the federal civil rights law that prohibits sex-based discrimination in any educational institution that receives federal funding, and gave women the equal opportunity to play.

We designed the brand identity for Fifty/50 by creating a custom logo rooted in 70's typography as well as set of patterns. We hid the slash in the negative space of the ligature and used the equal sign as the base for the first letter F. The result is a modern logo mark that pays homage to the history of Women in sport who fought to bring in equal opportunity to play.