I was asked to create a WORDMARK for a brand new sport’s statistic. This new way of analyzing individual and team performance during a football (soccer) match is set to revolutionize the world of football: It basically counts the amount of VERTICALLY OUTPLAYED PLAYERS. This can be achieved either by PASSING or by DRIBBLING. The successful action is called “PACKING” – and the total amount is called “PACKING RATE”. This new metric indicates a TEAM’S DRIVE TOWARDS THE OPPONENT’S GOAL and has a sensational 90% accuracy about the victorious side. The new analytic tool had its world premiere yesterday at German TV channel ARD during Germany’s ‚Die Mannschaft‘ facing Ukraine at UEFA Euro 2016. The genesis of this new wordmark and the creative process is documented below.