The FA Cup Toolkit

Building brand communications using a digital toolkit.

The FA appointed us Brand Guardians for The FA Cup in 2012 the purpose of which was to protect and strengthen the brand and ensure that wherever it it used – it is used correctly. One issue we uncovered is that smaller clubs taking part in the competition did not have the resources or skill sets to produce FA Cup-branded materials to promote their matches.

To combat this we made a proposal to provide an online brand toolkit that would be simple and fun to use and would help clubs generate posters, leaflets, match programme covers and digital resources that were all perfectly on brand. Recognising that individual clubs want to promote themselves we introduced lots of bespoke attributes into the toolkit allowing clubs to use their own colours and upload their crests as well as any sponsor logos.

The toolkit is easily accessible to competing clubs via and is free to users.