Elmwood is tipped to rebrand FA Cup

The Football Association is understood to have appointed Elmwood to take on a series of rebranding projects including the FA Cup.

The project is now understood to also include a review of the FA’s own corporate identity, and a review of branding for the England team’s home fixtures, including the look and feel of stadiums in which England play, hospitality packages and ticketing.

However, the creation of a new look and feel for the FA’s major competitions, which include the Charity Shield, will lead the project.

Elmwood refuses to comment. The FA was unavailable for comment on the appointment as Design Week went to press. Elmwood is understood to have beaten Browns and Springetts in a three-way pitch.

The FA has been playing down the significance of the project and presenting it as the application of its identity and those of its major competitions (DW 19 July) because it is keen not to upset sponsors and commercial partners, sources say.

However, it has emerged that the job will cover the visual identities of the competitions and the parent brand.

The FA is keen to restore the magic of the FA Cup. ‘There were clearly a lot of people who felt that the FA Cup was devalued because of the change to the Cup calendar and replay dates and the fact that the best team, Manchester United, did not enter,’ says an FA spokesman.

The FA’s deal with FA Cup sponsor Axa, as well as with all its other associate sponsors, ends at the end of the forthcoming season.

One 2 One sponsors the Charity Shield while Nationwide sponsors the Team England brand. Other partners include Coca-Cola, Umbro and Carlsberg.

Browns confirms it has not been appointed. Springetts was unable for comment as DW went to press.