EA SPORTS F1® 25

2025 marks a landmark year for Formula 1® – celebrating the sport’s 75th anniversary, headline-making driver moves and the epic conclusion of EA SPORTS F1®’s fan-favourite story mode.

The challenge was to build a brand system for the game that could meet the moment: bold and distinct for the new season, emotionally resonant and easy to integrate in-game, as well as in marketing and community experiences. It needed to feel new while staying true to the legacy of previous titles.

Brand Idea

The defining insight came from the driver’s seat:
a high-adrenaline, panoramic sweep of the track ahead, blurred by speed and fuelled by the intensity of every turn.

Building on EA SPORTS F1® 25’s “This Story Is Yours” platform, we wanted the audience to feel what it’s like to be in the race, wearing the helmet, at the centre of it all. That player-first perspective became the creative engine for our design system.

Creative Expression

Every part of the identity was built to capture the speed, energy and intensity of the sport. Working in close partnership with the EA SPORTS F1® team, we built a flexible design platform that equipped them with the tools and assets to extend, adapt and implement the brand across every part of the experience.

We developed a dynamic colour palette inspired by an engine spark; the ignition of every race and every story. A custom type system mirrors the rhythm of gameplay with three states –Box (static), Apex (momentum), and DRS (maximum speed) – while secondary typefaces from the F1® world bring in a layer of technical detail.

Textures and backgrounds push the feeling of speed to the forefront. Motion blur, light trails, circuits and car liveries are abstracted and layered to immerse players in the world of the sport. A modular layout system holds it all together, bringing structure to chaos and space for storytelling.

The following work illustrates how the EA SPORTS F1® Design team has brought the brand to life through gameplay and beyond.

Behind The Build

From concept sketches to motion tests and design experiments, this phase of the work captures the collaborative exploration that helped shape the final direction of the 
EA SPORTS F1® 25 identity system.

What follows is a behind-the-scenes look at the creative journey.

“Collaborating so closely with the DesignStudio team was fantastic. Together, we built a design system that brilliantly captures the speed, energy & intensity of the sport.”

Terence Hobson
Group creative director, ea sports™️