French Family
The identity and jersey of a French esports team: a fleur-de-lis, two Fs and all the blue, white and red.
The context
French Family, also known as FF Esport, is a French esports organisation founded in early 2024 by two friends. It fields two competitive teams, in VALORANT and Counter-Strike 2, with the ambition of making its mark on the international scene.
The challenge
A young team needs a strong emblem, readable at a tiny size (avatar, in-game screen) as well as a very large one (jersey, banner), that says “French team” at a glance. It also needed a jersey the players would be proud to wear at tournaments.
The idea
The fleur-de-lis, symbol of France and Paris, holds at its heart the two Fs of French Family, drawn back to back like a coat of arms. Red, navy and white echo the flag. On the jersey, the two Fs become a subtle pattern, with tricolour bands on the shoulders and a white and red chevron.
Colours
- Rouge#BE2237
- Bleu marine#1F2B5D
- Blanc#FFFFFF
- Noir#000000
A jersey for the 2024/2025 season
The black top carries a tone-on-tone “FF” pattern, while the navy lower half is separated by a red and white chevron. Tricolour bands on the shoulders, the French flag over the heart, the team logo and a sponsor slot on the sleeve: every detail echoes the identity, down to the name and number on the back.
The outcome
French Family now has a recognisable emblem across all its channels, and a jersey that proudly shows its colours in competition and on social media.