New UFC Identity In Your Face

Mixed martial arts organization UFC unveils a new visual identity. Designed in partnership with Hollywood-based branding and marketing agency Troika, the identity celebrates UFC’s position as a force in the world of sport.


It further brings to life the UFC brand attributes: premium, electric, with  athletes portrayed as larger-than-life heroes. Broadcast design features innovations throughout the on-screen information system, enabling depth of storytelling. UFC Chief Global Brand Officer Garry Cook says “we didn’t set out to reinvent ourselves, we looked at ways to build on our solid foundation and better deliver on a broad range of storytelling components, providing more context and meaning, and further enhancing the viewing experience for our fans.” 


With content increasingly available across a range of platforms, design elements are focused on providing navigational clarity and product differentiation for fans. Logo architecture and brand signatures, which include an ownable tab system utilized across all UFC properties, is especially prominent in marketing and promotional materials.