The FA is reviewing the applications of its corporate identity and those of its major competitions, including the FA Cup, and has asked three consultancies to pitch.
The FA has invited Elmwood, Springetts and Browns to pitch for the job, the result of which will be known next week, FA head of marketing communications Hazel Ruscoe confirms. The pitch also includes looking at the branding of the England team’s home fixtures, according to Ruscoe.
The overall identities of the FA, England football team and FA competitions, which include the world’s oldest cup competition, the FA Cup, and the traditional curtain-raiser to the football season, the Charity Shield, will remain unchanged, according to Ruscoe.
The pitch involves the application of those brand identities, such as for literature and hospitality packages.
“The way [the FA identity] is applied will be changed. It has thousands of different applications and we need to pull it all together,” says Ruscoe.