Author: James Campbell Taylor

From Stadio to Studio


La Máquina (1947)


Il Grande Torino (1949)


Maracanaço (1950)


Folha Seca (1958)


El Final de una Época Dorada (1960)


The Battle of Santiago (1962)


La Grande Inter (1965)


Lisbon Lions (1967)


El Partido del Siglo (1970)


A Equipe do Século (1970)


Totaalvoetbal (1974)


Les Poteaux Carrés (1976)


The Defenders (1977)


Bronca (1981)


Povo Feliz (1982)


Nuit de Seville (1982)


La Sete di Vincere (1982)


Democracia Corinthiana (1983)


La Mano de Dios (1986)


Vedi Napoli e Poi Vinci (1987)


I Gemelli del Gol (1988)


The Spit Heard Around the World (1990)


Notti Magiche (1990)


Der Schwalbenkönig (1990)


Evropska Zvezda (1991)


Dream Team (1992)


Sommerferie ’92 (1992)


Gli Invincibili (1994)


It Happened in Pasadena (1994)


O Mistério de Saint-Denis (1998)


Football, Bloody Hell (1999)


The Miracle of Istanbul (2005)


The Summer of Grosso (2006)


Le Bandiere (2011)


Tiki Taka (2012)


Mineirazo (2014)


I, Claudio (2016)


Sozinho No Topo (2016)

City in Chains

I originally devised this project in 2014 as a reaction to Manhattan’s rapidly changing retail landscape. It was both a fun design exercise that would also serve as a commentary on the unchecked corporate invasion on a city that once prided itself on its refusal to embrace suburban values. I recently updated the artwork to reflect the updated branding of some of the brands originally featured.

Press for this project

The Huffington Post
Fast Company blog Co.Create article by Joe Berkowitz
Fast Company Co.Design article by Dan Nosowitz
Dashburst article and interview by Lauren Mobertz
Design Taxi
Under Consideration blog Brand New
Mediabistro blog Stock Logos
Feel Desain
Mexican design blog, Paredro (en español)
PSFK
Downtown blog Bowery Boogie
Animal New York
Notes on New York
Killahbeez
Trend Hunter: Part 1 / Part 2
Show America

Die Drei Streifen for adidas

I was compelled to create a numerical typeface for adidas after being disappointed by some of the recent designs the German sportswear giant has used on national teams’ football shirts. Adidas pioneered the use of bold number designs for football jerseys, but recently these have failed to match the iconic graphic impact of those used in the past. Since 2000 all nations competing in international tournaments wearing adidas kits have used matching number designs, which means a brand new font every two years.

Clearly, Die Drei Streifen typeface is inspired by adidas’ “Three Stripes” motif, which has frequently been featured on its shoes and clothing since 1949. In fact this design is not the first time the company’s has looked to its trademark branding for this purpose — in the 1970s and 1980s many teams wore numbers incorporating three stripes, but the style has not been seen since the early nineties. Die Drei Striefen is a fresh and modern update on adidas’ rich sporting heritage at a time when soccer design is becoming increasingly influenced by external cultural forces.

Javits Center

As it entered 2017, New York’s Javits Center required an online presence to match its status as the country’s busiest convention center. At Reitdesign I led the redesign of Javits Center’s website, giving emphasis to the user experience, as well as its sustainability efforts, social media activity and upcoming $1.5 billion expansion. An excess of content on the previous Javits site had resulted in it feeling both bloated and confusing; the new site’s clean interface and intuitive navigation allows for exhibitors and attendees to plan their experience more easily. The site also features an interactive calendar of events and live web cam streaming from its pioneering green roof. Visit javitscenter.com for the full experience.

Metropolitana di Firenze

When I first visited Florence, in the summer of 1988, I was surprised to find that the city’s most famous square, Piazza della Signoria, had been reduced to little more than a gigantic hole in the ground. The purpose of this excavation was to unearth some of the myriad relics that lay below the surface of the piazza, but the project had become open-ended when archeologists discovered Roman baths, three churches, plus towers, streets, walls and cemeteries hidden beneath the city, all dating back centuries. Eventually a perspex floor was laid over their findings allowing pedestrians the chance to gaze into this forgotten world. The fact that such endless historical bounty sits just feet below one of the world’s most visited cities is a major reason why Florence remains the only major Italian city without a modern metro.

Years later, while living in Florence, I often recalled my first visit and sometimes wondered what was below the streets I now walked on daily. Which in turn led me to often ponder how different Florence might have been had it gone ahead with any of the several suggestions for an underground rail network put forward over the years. In 2010 Florence restored its tram service which had been closed down since 1958. The first line opened connects the suburb of Scandicci with the city’s main railway station, Stazione Santa Maria Novella. Work has since begun (belatedly) on one of three more projected lines, parts of which may be underground, leading some residents to opine that a genuine metro would have been a smarter long-term solution.

With this in mind, I finally decided to create my own hypothetical Metropolitana di Firenze, a project that has taken the best part of a year and forced me to branch outside the safe confines of the aesthetics of design and into the complex realm of public transport and urban planning. The first and most daunting task was to plot the network itself, something that posed a considerable challenge, and I soon realized how an inside knowledge of the working city is essential in order to even begin such an undertaking. I began by listing the city’s major points and drawing a rough map from memory, imagining the most useful locations for stations and the distances between them. The hardest part was plotting the actual train routes, deciding where they should start and finish without doubling up on other lines. Since Florence’s centro storico is relatively compact, I made sure each line connected an area of the city’s outskirts with its center; the same lines frequently interconnect with one another allowing passengers the flexibility to divert their own route. In my enthusiasm to cater to all residents in every part of town, I was ultimately able to service the whole city more than adequately with six lines, although Milan (3), Rome (2) and Naples (2) seem to get by with half as many.

With the possible exception of the London Underground, public transport logos are rarely memorable, which is why I deliberately kept this one fairly low-key. I wanted it to look like something that could have existed for several years without ever being considered for an update. That being said I wanted it to evoke aspects of Italian graphic design. The use of triangular shapes is a subtle nod to the Futurist movement which, in addition to being preoccupied with speed and technological advancement, is inexorably linked to Florence. I also chose a typeface that was clear and modern but not without personality. The logo is echoed throughout all of the metro’s printed collateral, creating a geometric window device which can be updated regularly to feature different images of the city. As is the norm for modern underground networks, tickets are swiped for entry and are available for a single-trip (€1.50), or as daily (€5), weekly (€25) or monthly (€70) cards.

The station platforms are highlighted with color-coded signage corresponding to the relevant line, while large wall-to-wall LCD screens project live footage of the street directly above, creating an ever-changing mural of light. Another twenty-first century innovation is the smartphone app, which allows travelers to plan their journey and learn the quickest route to their final destination. As I mentioned already, this project is solely hypothetical and admittedly unrealistic: the construction work alone for such a dense network would cause decades of disruption to thousands of people daily. I certainly do not expect Matteo Renzi to jump on the idea with any urgency. Rather, it is simply a self-assigned exercise to finally realize a concept that’s been floating around my head for about twenty-five years.

New York International Auto Show


As the country’s longest-running and most prestigious automotive industry exhibition, the New York International Auto Show requires dynamic marketing that conveys the glamour and energy of the event. Following the successful conclusion of each year’s show, I was tasked with conceiving, designing and overseeing the production of NYIAS’ Annual Review. Working closely with the talented team at Reitdesign, I created lavish books packed with stunning photos and impressive statistics geared towards enticing future exhibitors. In addition, I designed the show’s signage and wayfaring system—all 80,000 square feet of it—to help some one million visitors navigate the vast show’s multiple levels.


Annual Review 2017





Annual Review 2016





NYIAS Signage




FSC5 by Angelo Trofa

An exceptionally talented designer and illustrator, Angelo Trofa is also a little obsessed with football shirts. Each year the London-based creative self-publishes a magazine highlighting his latest collaborations and fantasy concepts inspired by culture and fashion. For Football Shirt Concepts, Vol. 5 I was honoured to be interviewed alongside some esteemed fellow kit enthusiasts, including illustrator Stanley Chow and beIN Sports commentator Andres Cordero.

You can read FSC5 in its entirety here.

“Gooooooooooool!!!”

Though I may be one of the biggest football lovers I know, I’ve never been to a World Cup match. Despite the packed crowds at every tournament the vast majority of soccer fans only ever experience the game’s greatest spectacle through the medium of television. While I wouldn’t turn down two tickets to Brasil ’14, nothing brings home the exotic glory of the World Cup quite like the sight of sun-drenched foreign stadia beamed via satellite from a faraway land, straight into one’s living room.

With this project I wanted to celebrate the relationship between TV and football, and how especially with the World Cup the two things become even more closely linked. In many ways the commentator’s is a frankly thankless task: often he’s a distraction or an irritation, other times he goes unheard beneath the cheering. I’ve always thought a commentator’s job is a bit like that of the referee. It requires enough personality to be able to put one’s authority on the game but not so much that it’s to the detriment of the spectacle or contest.

Most of these clips have been shown repeatedly down the years, their narration as familiar as lines from a pop song or hit movie. No goal has ever been ruined by lousy commentary, in fact a goal of great beauty or significance serves only to enhance the work of the commentator. Sometimes a goal’s commentary can become even more iconic than the goal itself, as in the case of Kenneth Wolstenholme’s oft-repeated “They think it’s all over” line in 1966. What they were saying may have been straightforward, but their tone gave their words greater power.

But although these are simply spontaneous reactions blurted out in the heat of a moment, when seen and not heard the words take on a different quality. The diagrams of the movement leading up to the scoring chance are simply a visual reference, further highlighting the futility of illustrating a goal and the odd sensation of experiencing commentary without footage.

In 2014 television plays a less fundamental role in our consumption of the World Cup, and we can replay any goal at any time in the palms of our hands. But I still prefer to watch games on TV, at home, where I can give the match my full concentration. Today’s commentators seem intent on creating a narrative before the game has started, and going overboard as they grapple to convey the enormity of the occasion. The role of the commentator has become more conversational, their speech peppered with pre-written puns and ham-fisted alliteration. The voices are still there, but it seems no-one’s really listening.

All of the artwork on this page is available as prints here.

El Más Grande

When I was thirteen I bought a River Plate shirt from a small sports shop in my Leicestershire hometown. Prior to that Saturday afternoon I’d never laid eyes on an Argentine shirt in the flesh: in 1993 the replica industry was still in its infancy and mail order was the closest thing to online shopping. Even in today’s global marketplace South American club kits are seldom found in stores — it’s no exaggeration to say that for a young collector in the early-nineties they represented a football shirt holy grail.

Alongside the River shirt were a handful of other jerseys from Argentina. A friend and fellow enthusiast bought a Boca Juniors shirt (the one with the FIAT sponsor) and I seem to recall they also had Independiente. Quite how this modest establishment in Loughborough had managed to procure an exotic selection of Buenos Aires-based club shirts remained a mystery, but rather than ask further questions I snapped up the River shirt before a less-deserving soccer-mad peer did the same. It cost a mere £10, which even then was a bargain.

Made in Argentina under license by Adidas (la marca de las 3 tiras), the River shirt was a classic cotton-polyester blend template, with three red stripes down the sleeves and the Peugeot sponsor on the upper-right chest. South American jerseys in that period were still in essence utilitarian sportswear: with the exception of changes in sponsorship from season to season, River’s strip had remained practically unaltered since the mid-80s. What I liked most about the shirt was its construction: unlike the modern kit on which River’s famous red sash (“la banda roja”) is printed within the material, here it was sewn into the garment as a separate piece of fabric, lending the shirt and its most distinctive feature a little extra weight.

I’d never seen a River Plate match on television — any information about the club I’d learned from the pages of World Soccer, to which I was a monthly subscriber. Without the internet or even satellite television, this was the only way for a British schoolboy to stay informed of football taking place on the other side of the globe. From what I could tell from the magazine’s grainy images of the Primera Division, everything about the Argentine league seemed decidedly ad hoc compared to the increasingly corporate game in Europe. The Adidas Tango was still the match-ball of choice, penalty areas were often partially hidden beneath rolls of toilet paper, while the players tended to wear their hair long and their socks around their ankles.

Of course, the top Argentine footballers were all based in Italy or Spain; those left behind were mostly unknown to European fans, which for me only enhanced the mystique surrounding the country’s domestic game. As a young teenager I was desperate to be exposed to football in other (warmer) countries, where each Sunday colourful fans would pack into vast concrete stadia and convey their allegiance with spectacular displays of amateur pyrotechnics. I soon set my sights on Serie A, and eventually moved to Italy, where watching Zanetti or Crespo from my seat at San Siro or shopping on Milan’s Corso Buenos Aires made Argentina seem a little closer than it had in the UK. Yet despite its strong cultural ties to Europe (I’d even heard Buenos Aires referred to as “the Paris of South America”), Argentina — the place itself — seemed so unfathomably distant to me that it may as well have been the moon.

So when I visited Buenos Aires for the first time in January 2014, I was experiencing a reality that for so many years had seemed beyond reach. Not for the first time I found myself visiting a place that for a long time had existed only in my imagination, only to have it both live up to, exceed and defy my expectations. Buenos Aires’ exuded an immediate familiarity, its wide boulevards, fluorescent street lamps and balconied apartment buildings pleasingly reminiscent of cities in southern Europe. Meanwhile my football shirt collection had grown considerably over the years: naturally I packed the appropriate jerseys though not without first double-checking which were safe to wear in each part of town (rule of thumb: if in doubt, opt for plain clothes).

I faced no such dilemma the day I visited El Monumental. I’d hung onto my River shirt for over two decades, perhaps for an occasion just like this. It was a sweltering afternoon as I left the small apartment I was renting in Palermo and began my epic pilgrimage: a two-hour walk up Avenida Luis Maria Campos and Avenida del Libertador, through the affluent Belgrano neighbourhood to the leafy barrio of Núñez.

Unlike Boca Juniors’ home stadium La Bombonera, which is surrounded by concrete shacks daubed in blue and gold paint, Núñez is a middle-class suburb with individual homes boasting front gardens. But that’s not to imply that football passions are any less rife. As I approached the stadium, I noticed a sharp increase in pro-River and anti-Boca graffiti, while all billboards were plastered with election posters promoting candidates for the River Plate presidency. The tree-lined Avenida Lidoro J. Quinteros looks like any other residential street, except looming at one end like a giant Coca-Cola-emblazoned UFO parked opposite a handful of car dealerships sits the Estadio Antonio Vespucio Liberti.

Fittingly for a club that likes to call itself “El Mas Grande”, the Monumental is the largest stadium in Argentina. Though parts of the ground look as if they’ve barely seen a lick of paint since the 1978 World Cup, the ground’s ultra-modern Museo River is surely the benchmark against which I will measure all future stadium tours. They’ve literally thought of everything: hundreds of trophies, goals on video, an alphabetical listing of every player to represent “Los Millionarios”, a gallery of River-inspired artwork, plus an interactive time tunnel in which River’s successes and failures on the pitch are placed in context with important events in Argentina’s history. Alongside the vintage match-worn shirts on display is a graphic illustrating every River kit from 1901 to 2014, which is how I was able to finally pinpoint mine as the 1989-90 kit, the same season Gabriel Batistuta made a handful of appearances for River before finding fame at Boca.

It being January, Argentina’s domestic league was enjoying its summer hiatus — in fact that same week Boca and River were set to face each other in a friendly down the coast in Mar del Plata. Nothing compares to a live match, but without the action to focus on an empty stadium can be an oddly rewarding spiritual experience, the unusual space and quiet allowing memories, both remembered and imagined, to flicker through the mind. Staring out into the sunny arena from the comfort of the stands’ old wooden seats, I tried to picture what it must have been like to be here in 1978, when Argentina defeated the Netherlands to win their first World Cup, beneath brewing storm clouds and showers of ticker tape unleashed by hoards of bundled porteños. That historic victory took place the year before I was born: it was something I could never have witnessed, yet suddenly I was in the stadium where it happened and I felt like I could almost touch it. I thought of the thirteen-year-old boy who’d bought the River Plate shirt I was now wearing and what it had meant to him and how he’d imagined this place from the other side of the world. That world had now become smaller, and I was both sad and happy.

Incidentally, modern reproductions of my River Plate shirt can be purchased from the official club shop for 229 pesos.

Andrea Pirlo Interview for Mundial

One crisp fall day in 2016 I received a text from Dan Sandison of Mundial magazine. He asked if I was busy the following afternoon (I was but decided to see what Dan had in mind first). He then explained he needed someone to interview “Andrea”. He didn’t even need to say the rest of his name—I knew he was talking about the Italian soccer legend, World Cup winner, NYCFC star and style icon Andrea Pirlo. Suddenly whatever plans I had had were being cancelled as I began to prepare for this once-in-a-lifetime encounter with calcio royalty (I’d seen Pirlo play while living in Italy—and even spotted him once in a hotel in Florence—but I’d never met him in the flesh). When Pirlo arrived at the High Line Hotel he clearly knew we knew he knew we were in awe of him, but as we strolled up and down Tenth Avenue he turned out to be down-to-earth and relatively chatty–more or less your typical ragazzo, only with nicer shoes. He even kept his cool during an outdoor photoshoot with staunch Liverpool supporter Jonathan Frederick Turton, who managed to mention “Istanbul” within the first five minutes (and also took these terrific photos). For days after the interview I could only think of all the other things I could’ve asked him, mostly concerning facial hair.

The finished article, entitled “Italian American” was the cover story of Issue 08 of Mundial. Read it here.



Almost a year later I met Pirlo again at an event Carragher’s on 38th Street, and to my surprise and delight he remembered me!

Grazie di tutto campione—il calcio ti mancherà!

The YMCA

In 2015 New York City’s YMCA launched “The Y Effect”, an annual theme that highlighted the Y’s wide-reaching impact in communities across the five boroughs. As Art Director at Reitdesign I oversaw the design of this initiative, including the Annual Report and accompanying website, for which I coordinated and directed photo-shoots, video-shoots and interviews with Y members at different locations throughout the city.

Full-length video screened at the YMCA’s “The Y Effect” event in April 2016:

Visit the Y Effect website here.

Football à la française

I was asked by French publishing house Solar Editions to design the cover for sports journalist Thibaud Leplat’s latest book, Football à la Française. The project delves deep into the history of football in France, discussing the game’s development and just what makes French football French. Given my fascination for le histoire du foot this was just the sort of project I love, allowing me to trawl an endless archive of gallic soccer images, and learn a lot about French football’s rich and often overlooked past. The book cover’s design incorporates a collage of French soccer icons within a hexagonal grid: the pattern is both reminiscent of a goal net but also representative of the shape of France itself, which is sometimes even referred to as l’hexagone.

You can order Football à la Française directly from Solar Editions or Amazon.

Follow Thibaud Leplat on Twitter and WordPress!