DM10 - Maradona Global

A fan club for all

SE Studio created the brand identity and communications for DM10, the Maradona Global fan-club entity using football to inspire young people worldwide. A custom Maradona Display typeface, drawn from Diego Maradona's shirt typography and numbering, fuses South American heritage with the language of modern sport. Expressive lifestyle photography, scarves, apparel, billboards and a coordinated lookbook system build a young, sporty and inclusive platform around the legacy.

Two models wearing MIO-branded sweatshirts — one royal blue hoodie, one white crewneck — posed together in a stadium with colorful seats under a clear blue sky.
Text reading 'SIEMPRE MARADONA' in bold white letters on a blue background.
Black and white photo of Diego Maradona celebrating in Argentina's AFA striped jersey, mouth open and arms outstretched.
DM10 Diego Maradona official logo in navy blue, featuring bold stylized lettering with dynamic slash lines through the letter D, on a light gray background.

Maradona, the boundary-breaking wonder has always been an inspiration to kids and adults alike. Through an open-for-everyone brand image, the brand's mission is to continue the Maradona legacy, making it forever relevant, celebrated and attractive to its target audience. With a young, sporty and refined brand platform which is consistently applied on all touch points, from merchandise to messaging.

The logo is based on custom typography inspired by Maradona’s football shirt, typeset, and numbering. It was modified and crafted to fuse South American traits and heritage with the language of the modern sport.

Billboard on a building exterior featuring a black-and-white photo of Diego Maradona holding the 1986 World Cup trophy aloft in a packed stadium, alongside the DM10 Diego Maradona logo and the text "Maradona Will Always Be The Greatest" on a royal blue background.
Athlete in a beige hoodie drinking from a blue MIO-branded water bottle at a stadium, with empty seating visible in the background.

The lifestyle images represent social context and community and they are used for various look books and campaigns. Again expressive, interesting crops and compositions, with emotions and human traits as lead drivers.

A bespoke typeface, Maradona Display, has been designed for the logotype and as a headline display typeface.

Several stacked blue boxes with white logos and text related to football fan scarves, showing barcodes and product information.
Person with short blond hair sitting on a football pitch grass, wearing a white graphic T-shirt featuring a football player holding a trophy, beige shorts, with a beige jacket beside them.
Black and white photo of Diego Maradona celebrating in Argentina's AFA striped jersey, mouth open and arms outstretched.
"Open hardcover book spread about Diego Maradona: left page is solid blue with his name; right page features black-and-white action photos of Maradona playing soccer, a short biography paragraph, and the tagline 'Where Dreams Always Score.'"
Promotional display featuring a black-and-white portrait of Diego Maradona holding a soccer ball alongside a blue glass panel showing the DM10 Diego Maradona brand logo.
Three DM10 Instagram posts: aerial soccer field view with "Diego Maradona" text overlay; blue graphic with repeating DM10 logo pattern; person wearing a white DM10 graphic t-shirt leaning on a chain-link fence at a soccer field.
Blue and white football fan scarf reading "SIEMPRE MARADONA" in bold white letters, with blue and white fringed tassels and thin diagonal line pattern, branded with repeating "OIWE" text.
Front view of a royal blue snapback cap with a flat brim and white embroidered "DM10" logo centered on the front, against a plain light background.
Two blue books titled 'EL MAESTRO' in white text, stacked on a scratched gray surface with light and shadow.
Person wearing a white Diego Maradona DM10 tribute T-shirt featuring a black-and-white portrait print, with gold necklaces, against a clear blue sky.