Two UK design consultancies are among five international groups pitching to create the brand identity for G14, the lobby group set up last November by Europe’s top football clubs.
Interbrand and WPP sister company the Premiere Group, both of which are yet to submit proposals, are up against FutureBrand in The Netherlands, another Dutch group Leeser Consulting and Belgium group BD&P.
The appointment of a brand consultancy will be made by the end of this month and final brand concepts must be received by the end of August, according to a spokeswoman. The identity will be rolled out through the remainder of the year across corporate and promotional literature and at the company’s head office in Brussels.
The project includes brand building and development, as well as creating a visual identity. The name of the organisation will not change, despite the likely addition to the group of other European clubs, the spokeswoman says. G14 has just received a formal application from Chelsea to join.
“The name will remain G14 because it is a direct reference to the 14 founder members. We don’t want to change the name, but it is likely that we will accompany it with something to identify us more clearly, like a strapline,” says the spokeswoman.
G14 is also holding a pitch to appoint a consultancy to create the architecture and structure for its website, though the G14 spokeswoman says its design and branding could be handed to the winning brand identity group.
G14 includes the teams Manchester United, Liverpool, Real Madrid and Internazionale and was set up to enable top clubs in Europe to act as a single organisation in discussions with football’s governing bodies, particularly the Union des Associations EuropÃ©ennes de Football.
The spokeswoman maintains that the organisation will continue to act as a lobbying body rather than emerge as a direct rival to UEFA and is not intent on creating a European super league.