NFL London Games

Merchandise Style Guide | Creative Asset Collection | Product Vision

The NFL brings American football to fans around the world through the NFL London Games. For the past three years, StyleWorks Creative has provided the international series with an annual merchandise style guide. The guides include composed designs promoting the entire tour, as well as individual teams and matchups.


Our style guides are used to create exclusive NFL merchandise sold online and at each of the events. The merchandise gives fans a way to celebrate the participating teams, along with the host city and venues.

Rules of the Game

Every style guide includes a set of rules on logo usage. This covers not only the NFL Shield and event insignia but individual team logos as well.

Inspired Design

We often base our designs on defining characteristics of a particular host city, venue, or participating team. This makes the merchandise unique to all other NFL products and keeps it relevant year after year.

NFL Mexico Game

Once billed together as the International Series, the NFL London Games is accompanied by a single game at Estadio Azteca in Mexico.

We developed a separate style guide module for the NFL Mexico Game. Like its counterpart, the module possessed all the necessary ingredients for a successful merchandising campaign.