Elithus Stockholm: Football Club Identity and Badge Design

A modern football identity for Elithus Stockholm that bridges corporate heritage with athletic energy.

Overview
Elithus, a property management and construction firm based in Stockholm, required a distinctive sporting identity for their football team, Elithus Stockholm. The goal was to create a club badge that mirrored the parent company’s reputation for “Hållbar Kvalité” (Sustainable Quality) while establishing a bold, competitive presence on the pitch. Letter Case developed a logo and design a uniform, from the primary shield to the application of the kit’s tactical textures.

Design Concept
The identity is built around the “Quartered Shield,” a classic football silhouette reimagined with a modern, minimalist edge. We utilized a high-contrast palette of “Construction Black” and “Forest Green,” symbolizing the intersection of urban development and environmental responsibility (Miljöklimat). The badge acts as a bridge between Elithus’s professional corporate identity and the high-energy world of Stockholm’s local football culture.

Key Features:

• Quartered Heraldry: The shield is divided into four quadrants, allowing for a balanced integration of the club name, the founding year (2006), and the core brand values. This layout ensures maximum legibility even when embroidered at a small scale.
• Typographic Hierarchy: We utilized a condensed, tall sans-serif typeface to give the badge a modern, European athletic feel. The text “Hållbar Kvalité” and “Miljöklimat” are strategically placed to reinforce the team’s commitment to sustainability as a core part of their competitive spirit.
• Texture & Tactical Application: For the match-day kits, we introduced a subtle, embossed herringbone pattern into the jersey fabric. This tactical texture adds depth to the emerald green base, elevating the kit from basic sportswear to a premium club garment.
• Premium Badge Detailing: The badge features gold-thread stars and a clean white border, designed for high-density 3D heat-press or embroidery. This adds a physical “weight” and prestige to the jersey, signifying the club’s ambitions.
• Cohesive Kit Branding: The clean white logo of the parent company is positioned centrally on the chest, ensuring a seamless visual transition between the corporate sponsor and the club identity.

The Outcome
The Elithus Stockholm identity is a masterclass in “Corporate-to-Sport” branding. The final kit and badge provide the team with a professional, unified look that honors their corporate roots while standing out as a modern, environmentally-conscious football club in the Stockholm.

Role: Brand Identity / Badge Design / Apparel Art Direction
Client: Elithus AB (Stockholm, Sweden)
Industry: Sports & Corporate Real Estate