– Create a clear and owned piece of brand equity for the FA Cup
– Develop a design approach that preserves that equity even if title sponsors change
– Celebrate the iconic trophy and respect the legacy of the FA Cup
– Provide a set of assets that express the brand everywhere, across all touch-points
We went to great lengths to build the new brand and provide the assets that teams, sponsors and broadcasters would need. The FA Cup itself was created digitally in three dimensions removing the need for third-party trophy photography.
A competition mark was crafted carefully integrating Budweiser’s brand 'bowtie', and a dynamic 'journey' graphic was implemented along with bespoke typefaces - to make a brand truely unique means creating bespoke assets for every aspect of it. For The FA Cup this meant crafting a special family of typefaces. As well as being ideal expressions of the brand’s persona they are also licensed to The FA, making financial sense as the brand rolls out across broadcast, digital and print platforms.