Interbrand at the heart of football

Interbrand Newell and Sorrell has designed the corporate identity for the newly-formed Football Foundation, launched by the Prime Minister on Tuesday. The group was appointed following a credentials pitch against consultancies which included Design Bridge.

The organisation has been jointly established by the Premier League, Football Association, Sport England and the Department of Culture, Media and Sport in an effort to increase funding and support for the game.

The logo features a heart within a football, signifying the foundation’s intended place at the heart of the game.

INS creative director Simon Wright says the identity needed to appeal to a broad audience.

“The Football Foundation is all about being football’s biggest supporter, ensuring that grassroots football remains a potent force within society,” says Wright.