The FA appoints Design Room Sport as brand guardian

The Football Association has appointed Design Room Sport as brand guardian of The FA Cup, The England Football Team, St. George’s Park National Football Centre and the women’s game.


Within the women’s game Design Room Sport will look at The FA Women’s Super League, The FA Women’s Cup and England Women.

The appointment has been made on the strength of The FA Cup identity created by Design Room Sport ahead of last year’s competition, according to consultancy  creative director and partner Tim Fox.

Fox also says that around six weeks ago FA head of design Billy Johnson left the FA to join Design Room Sport as a partner.

Design Room Sport’s initial aim will be ‘to create a robust set of guidelines’ for each of the brands and ‘identify areas of incorrect usage to ensure correct usage across each channel,’ says Fox.

Fox says ‘the England crest is often used incorrectly across national newspapers’ and identifies this as something he would like to address.

Fox also intends to look at the FA Cup ‘which doesn’t have a broadcast toolkit that can be used consistently across all channels’ he says.

‘If you look at something like the Champions League, that has consistency whether its being used by the BBC or ITV,’ he adds.

FA Head of Marketing Adrian Wells says, ‘It’s important that we monitor and execute our brands consistently, both nationally and internationally; this enables us to build brand equity and to fully realise their value by supporting our commercial partners, which in turn allows us to re-invest more into growing the game.’

‘We’ll be working with the FA studio, not taking work away from them, to help make sure everything is on-brand, ’ says Fox.

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