Matchday Brand Consistency: The Sheet That Makes It Work
One brand sheet, six graphic types, and the engagement habits that turn a page into a community.
The one rule that makes graphics look professional
Fans should recognise a club graphic the same way they recognise a kit. Same colours, same badge placement, same fonts — every time. When a graphic looks different each week, the page stops looking like a club and starts looking like a noticeboard.
Write the brand sheet once
- Club colours — exact hex codes, not "amber-ish". Two colours maximum in any graphic.
- Badge placement — top-left or top-right, never centred over the scoreline.
- Fonts — one for headers, one for body text. Same pairing across all six graphic types.
- Sponsor logo — bottom third, right side, minimum size so it is always legible.
- Background treatment — one background style across the set. Changing it per graphic is the most common inconsistency.
That sheet is the whole handover. A new volunteer picks it up and produces graphics that match — no two-hour tutorial required.
Best practices from clubs that get it right
- Same template, every fixture — swap the details, never the layout
- Sponsor logo on every graphic — visibility compounds; one missed graphic is a missed placement
- Post the player of the match — even on a losing night; players and parents share it
- Reply to comments within a day — the page is a conversation, not a noticeboard
- Review monthly — which graphics got the most shares? Do more of that
Engagement tips that actually move numbers
- Tag the player in the player-of-the-match graphic — they will share it to their followers
- Post the lineup the evening before, not the morning of — engagement peaks the night before
- Ask a question in the caption of the goal announcement — "who was your man of the match?" drives comments
- Post the next fixture within an hour of the final whistle — momentum carries
- Share the player-of-the-match card into the team WhatsApp group — players' families see it there first
Quick answers
Can I change the brand sheet mid-season?