It’s a goal! FC St. Pauli and Karl Anders create a winner of a custom typeface for the beloved club

FC St. Pauli, the German football club celebrated for its unconventional ethos both on and off the pitch, has introduced a custom typeface, FC Sans Pauli, developed by Hamburg-based design studio Karl Anders. This typeface replaces the previously used Futura and reflects the club’s distinctive identity and defiant attitude. “FC St. Pauli is more than just a football club; it’s a global brand with deep social impact,” explains Marcel Häusler, Creative Director of Contemporary Branding. “Over a million people follow the club on social media, making it the third strongest brand in German professional football. Unlike many other major clubs, FC St.Pauli is more than just a sports team. It’s a social institution with a clear political stance. Our goal was to create a powerful visual statement that would typographically embody FC St. Pauli’s values, and make the brand’s uniqueness tangible in every detail.” The design draws inspiration from the St. Pauli district’s rich cultural background as well as the club’s history and design legacy. “It’s an absolutely fascinating place, a melting pot of creativity,” notes Henry Monse, Art Director of Contemporary Branding. “We delved deep into the FC St. Pauli archives to forge a strong connection between the club, professional football, and the district’s culture.”