Uniform says it was approached by the FA and was asked to look at ways it could develop some of its brand assets, including the three lions.
The scope of the brief encompasses everything across the FA Group including England, training facility and academy St George’s Park, and Wembley Stadium.
The FA is looking at ways to ‘engage new and existing audiences and build on fans’ brand loyalty,’ says Uniform associate director Scott McCubbin.
Speaking about the England brand, Uniform creative director Tim Sharp says, ‘We’re reviewing how the brand works, and the way it interacts and engages.
‘Clearly the FA talks to different audiences and different age groups. There are certain key assets that have extensive scope for brand activation going forward.’
Any new brand evocations will emphasise the FA brand values of ‘pride passion and fans first,’ according to Uniform.
Uniform has already worked with the FA on ‘brand building’ work for Wembley Stadium, creating an ad campaign with a ‘One venue. Unforgettable experiences’ tag line, highlighting the stadium’s offer in terms of tours, hospitality, venue hire and non-football events.
The FA is celebrating its 150th year and as part of the celebrations has already commissioned Designroom Sport to design this identity.
Designroom Sport has also developed an identity for Wembley Stadium’s corporate hospitality offer Club Wembley.