The consultancy, which has worked with the FA on a number of projects is now working on ‘another layer of brand assets’ according to Designroom Sport creative director Billy Johnson.
‘With this piece we wanted to create a powerful marque in its own right as well as having some subtle echoes of the logo we created in 2011 for The FA Cup with Budweiser,’ says Johnson.
The design focuses on the trophy, which Johnson says ‘was originally designed to have a similar proportional relationship to the men’s cup.’
There are some key differences in the cup’s design though. ‘One of these is the lions that appear at the top of the handles – we’ve redrawn these and crafted them into a handle shape that also resembles the ribbons on the cup,’ Johnson says.
In a separate project Designroom Sport is developing brand elements for The FA Women’s Super League, which is set to launch in the run up to the new season this summer.
Meanwhile Uniform continues to work with the FA to review all of its brands, including England, and a development of the ‘three lions.’