Footwork Productions, the company launched in January to manage England captain David Beckham’s business and personal affairs, this week unveils a visual identity created by Root.
The black and silver marque is developed from Beckham’s right footprint. ‘We wanted to create an identity that’s symbolic of movement; even the toes represent the curve of a ball,’ explains consultancy founder Martin Root. The identity’s colour palette was developed to avoid any football club allegiances.
Root was given a ‘relatively free hand’ with the identity, says Footwork Productions publicity director Simon Oliveira. ‘It was important that the logo focused on football and David’s right foot,’ he explains.
Root adds: ‘It had to be flexible, with the icon working on its own, with type and in conjunction with the footballer logo created by Adidas [with which Beckham is set to launch a lifestyle range].’
The new-look identity will initially be implemented across stationery and signage at Footwork Productions’ Madrid office, from which a six-strong team handles ‘anything from transfers to [Beckham’s] sponsors’, according to Oliveira.
The brand will receive a more public airing next July, when Beckham’s first football academy opens in London. A second academy is set to follow in Los Angeles by the end of 2005.
London consultancy Root was appointed to the project in March, on the back of its existing relationship with 19 Entertainment, which handles Beckham’s commercial arrangements. There was no pitch for the work.