G14, the lobby group set up by Europe’s top football clubs last year, will launch its identity, created by Marsteller, at the end of September.
The identity, aimed at policy makers in sport and business, will be applied across literature and stationery, but other manifestations have yet to be decided.
The consultancy met with G14 today (Wednesday) to sign off concepts for the identity, which has been created for a fee of £28 000. The consultancy has also created a brand communications strategy for the group, which is ‘nearly complete’.
UK-based Marsteller, part of WPP Group, triumphed in a four-way unpaid creative pitch against Interbrand, AttiK and Dutch group Leeser Consulting, according to a G14 spokeswoman.
Despite a ‘first leg consultation’, identified by Design Week as including Interbrand, WPP’s Premiere Group, FutureBrand in The Netherlands, Leeser Consulting and Belgium’s BD&P (DW 10 May), G14 was unable to make an appointment, says the spokeswoman.
‘The mandate of G14 is to promote the business interests of the clubs. The identity is aimed not at football fans, but at a much higher level than that. The group needs the ability to create relationships with MEPs, ministers of sport and the like,’ explains Marsteller managing director Mark Rollinson.
Despite the likelihood of the number of clubs belonging to G14 increasing, the name of the organisation will not change, says a spokeswoman. However, a strapline has been created to accompany the new identity.
A website, which launches at the end of October, is being created by Havas Advertising Sport.net.
G14 counts Manchester United, Liverpool, Real Madrid and Internazionale among its members.