UFC Weaponizes Fonts and Color Palettes Into a Potent One-Two Punch

The mixed martial arts league evolves its look for the social media era

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UFC 277 puts championship gold on the line amid blood-red streaks and sharp-angled, quick-moving strikes. 

It’ll also feature some fighting.

As Amanda Nunes tries to avenge her upset bantamweight title loss to Julianna Peña this Saturday during an ESPN+ pay-per-view event—with preliminary bouts airing on both ESPN and ABC—the fighters will be surrounded by subtle graphic details that UFC hopes will make a bold impact. 

For the last 14 months, UFC and its brand research and design partner, Troika, have been overhauling the mixed martial arts company’s typefaces, graphics and color palettes to help them better fit social media, sports betting and augmented reality.




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