FA selects team for identity work

Elmwood, Springetts and Browns have been appointed by The Football Association to handle a raft of identity application jobs.

Elmwood was hotly tipped to pick up all the projects (DW 2 August). However, it has emerged that the trio will split the work.

The FA is reviewing the application of its corporate identity and those of its major competitions and is looking at the branding of the England team’s home fixtures, according to FA head of marketing communications Hazel Ruscoe.

It has yet to be decided how work will be split between the three groups, but a decision is expected within ‘two or three weeks’.

According to Ruscoe, ‘The project involves the application of identities to ensure that they are being applied consistently through all communications.’

However, industry sources are adamant that the project involves the rebranding of the FA Cup and the parent brand, as well as a review of branding for England home games, as exclusively revealed by Design Week (DW 2 August).

It is understood that the project will take at least 12 months to complete, by which time The FA will have reviewed deals with its sponsorship partners, including Axa, the current sponsor of the FA Cup.

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