Elmwood

The FA
It was a good day for the footie lovers in the office when this project came in.

The more beautiful game The Football Association had left Lancaster Gate behind and wanted to signal a step change in the organisation under the leadership of Adam Crozier.

Take control of the brand
The objective was to create a modern, iconic corporate identity and a set of guidelines to further the commercial development of the organisation.

Also, they needed to regain control of its key properties, the England team and The FA cup. These logos were inconsistent and difficult to reproduce and the cup competition logos were overshadowed by sponsors’ branding.

What a line-up
We renamed The Football Association “The FA” (as they were commonly known) and developed a stronger identity framework. We aligned corporate with England’s identity and created more easily reproduced versions of the three lions. We also introduced a more consistent approach to the many competition logos.

Nice togs… It looks a treat embroidered on a footie shirt as well.

…and nice type We created bespoke letter forms so that the FA name is distinctive even when used without a crest. We went on to create an entire typeface for FA comms.

Online posession
We relaunched TheFA.com, making the most of their exclusive content and access to the England team. Monthly hits soared from 9,000 to 11 million.

Extra time
Before you go, take a look at some of the applications we’re responsible for.