Umbro scores with new branding from Springett

Football brand Umbro is preparing to launch a revamped version of its famous double diamond corporate identity. It has been designed by Springetts, which worked on the previous marque ten years ago.

The redesign follows the acquisition of UK-based Umbro in April 1999 by a private equity fund manager. It signals Umbro’s intention to reposition itself as a more modern organisation.

The logo will be unveiled publicly at the beginning of the new Premiership season in August. It will initially be seen on the new Manchester United home kit.

“The objective of the design review is to inject a more contemporary, dynamic attitude to the Umbro image, while still retaining the equity built over the past 76 years,” says Umbro brand communications manager Helene Hope. “The new corporate identity is a visual manifestation of the fact that the brand is prepared to face the challenges of the highly competitive sports industry.”

Springetts director Kate Killeen says: “There is a new typeface and it’s more refined. When we did the previous identity, it was designed with the aim of purely being seen on players’ shirts. The number of things that the logo is seen on today is revolutionary and Umbro needs to project itself as a contemporary brand.”

“Global application is the acid test of a new identity,” adds Springetts managing director Pete Green.

“We’ve created a system in both printed and digital format that is more than a rulebook. It’s designed to be convivial and inspirational, to ensure that all licensees around the world are both ready and motivated to roll out the new look as powerfully as possible.”