Unfiltered Football"

"Unfiltered Football": Leroy Tremblot partners with OM on the development of its new brand universe
Founded in 1899 and the first French club to win the UEFA Champions League, Olympique de Marseille is an exception in European football. After the club's own teams designed its new logo and colour palette in-house, OM appointed LEROY TREMBLOT, the branding agency of THE FAN SYNDICATE group, to define its new brand platform and develop its graphic, digital and physical communication, building on those foundations.

Marseille is France's oldest city and its second largest, a Mediterranean port shaped by 2,600 years of arrivals from across the sea. The city sees itself in its club. Support for OM runs through generations and neighbourhoods as a form of belonging rather than a leisure choice, and the atmosphere inside the 67,000-seat CEPAC Vélodrome is routinely described as the most intense in French football. OM is not an institution the city happens to host. It is the city, in football form.

Building on the strong character of both club and city, the ambition was to make Marseille's culture tangible and desirable on a global scale, without ever smoothing out its authenticity. The objective: turn a club whose strength is viscerally local into a global brand that resonates with new generations and with an audience beyond football.

A brand platform that stands its ground: "Unfiltered Football / Football sans filtre"
In Marseille, football isn't told, it's lived. No staging, no distance: a raw, direct and always sincere passion. The positioning rests on a simple observation: OM's uniqueness doesn't travel by being polished. Its intensity is what has to travel. "Unfiltered Football" therefore shapes how the brand speaks and shows up everywhere, digitally and physically, in France and abroad.

The platform is the foundation for everything the brand says and does:

A raw, stripped-back visual territory. The symbol and colour palette designed by the club, together with a proprietary typeface, form the core of a modular graphic system. The Mediterranean palette combines the new Marseille Blue, Deep Sea and white, with a closing note of gold. It is supported by three levels of photographic treatment, from natural to stylised, and by fervour patterns that turn the Vélodrome crowd into an organic texture.
A bespoke typeface, "OM Marseille". Drawn exclusively for the club, it is bold and geometric with subtle serifs. It takes its inspiration from southern European culture and way of life, and from Marseille's light and coastline, giving OM a signature of its own.
A unified digital ecosystem. With digital studio Velours, the agency brought five products built on different technologies (website, ticketing, e-shop, app and member area) into one coherent global experience. Over nine months, working directly with the club's IT department, the teams rebuilt om.fr on a headless, API-first architecture, created a design system now used by four external teams, and launched a dedicated platform for the brand reveal.
Branded spaces. LEROY TREMBLOT redesigned the club's physical environments around the new brand codes and the audiences who use them. That meant elevating the supporter experience at the CEPAC Vélodrome, honouring the history and fervour of the Robert-Louis-Dreyfus training centre, and inspiring staff at the new headquarters on avenue du Prado. Every space brings the brand to life from the inside, unfiltered.
A merchandising style guide with character. Five collections, each with its own story, reflect a city of many faces. The range opens the brand to new audiences and product categories, alongside the official kit supplier's offer.
A structured employer brand. OM recruits more than players. The company's values and principles were redefined to attract talent and carry the club's culture internally.
This collaboration sets Olympique de Marseille on a new strategic course: a brand that resembles no one else. Unfiltered, the Marseille way.