The new identity, designed in close consultation with the Football Association’s in-house design studio, will represent stadium events including the FA Cup final and the Uefa Champions League final, but also non-football events including the 2012 Olympic and Paralympic Games and the NFL International Series, plus live music events.
Bryan Mayers, Bulletproof account director, says the consultancy was appointed on the strength of previous work with the FA, ‘although we did hold a chemistry session with them and one other consultancy,’ he adds.
Mayers says the new identity ‘evokes the structure of the stadium from its best angles and the light emanating from within captures its vibrancy’.
The new identity is ‘more inclusive’, Mayers says, and marks a shift from the previous identity, which was ‘very corporate’. This outgoing identity was designed by Identica in 2002.
FA Group head of marketing Simon Freedman adds that the rebrand will engage the stadium with ‘Club Wembley members, commercial partners and a huge spectator base.’