Mercury 13 is a pioneering women’s football group redefining what ownership means in the global game. Taking its name from the 13 trailblazing women who challenged the boundaries of spaceflight in the 1960s, the brand draws from a legacy of vision, resistance, and ambition anchored in the belief that the sky was never the limit.

The rebrand maintained the original typefaces while introducing a more iconic and confident visual style alongside a refreshed tone of voice. The Silk Serif typeface conveyed refinement but lacked the presence needed across all applications. The new wordmark features sculpted, bolder letterforms inspired by the elegance of classic 1960s fashion magazines. These shapes convey strength and clarity, giving the brand a timeless, editorial quality.

The color system references the aesthetics of early space exploration. A deep near-black blue forms the base of the palette, while a soft off-white called cosmic cream adds lightness and contrast. These two colors blend in the iconic gradient, creating a balanced tension that feels both solid and expansive. Bright orange is used sparingly to highlight moments of energy and movement within a calm visual space.

Photography adopts an abstract, fashion-inspired approach that avoids typical sports or action shots. Evocative visuals accelerate the brand’s narrative and express its unique identity. This interplay between imagery and text creates a cinematic, layered experience that invites interpretation and evokes a sense of confidence, mystery, and intent.

Mercury 13’s evolution deepened the brand’s meaning without disrupting recognition. By refining the system with restraint and purpose, the rebrand delivered clarity across channels while preserving the brand’s foundation. It added strategic structure to how Mercury 13 communicates its story, creating space for growth while staying grounded in purpose. New tools and brand guidelines empower the internal team to scale with confidence, ensuring a consistent and elevated experience that resonates both internally and externally.