The initiative is launching to mark Beckham’s tenth year as a Unicef ambassador and aims to raise funds for children across the world. Initial projects include child protection in El Salvador, nutrition in Papua New Guinea, education in Bangladesh and hygiene in Burkina Faso.
The 7 name was chosen in reference to Beckham’s shirt number at Manchester United. Johnson Banks was tasked with creating a coherent branding that would balance both the Beckham and Unicef identities.
Johnson Banks creative director Michael Johnson says bespoke “7” numeral was drawn specially for the project. This is used alongside Univers Next Condensed caps, which was introduced in the recent Unicef rebrand.
Johnson says: “The strong use of typography and blue washes means the project can dovetail with the new Unicef brand positioning.”