Elmwood overhauls Goal brand

Elmwood has overhauled online international football news brand Goal, a website which claims to reach 34 million football fans a month.

New primary Goal identity
New primary Goal identity

Appointed in October 2012 by sports media group Perform, which owns Goal, Elmwood sought to help Goal define its market position as a single destination for football fans all over the world.

‘A lot of the work was about trying to define Goal with a universal symbol. When it’s written as text, you encounter problems like language and pronunciation,’ says Elmwood senior designer Simon Morrow. 

New Goal secondary identity
New Goal secondary identity

The goal symbol will initially be used in conjunction with the word ‘Goal’ but this will be phased out so that the symbol alone becomes the identity.

Meanwhile it is hoped the brand will become known as ‘Goal’ rather than ‘Goal.com’, which will make it ‘more confident and single minded, as well as being more relevant for tablet and mobile devices,’ says Morrow. 

By Elmwood

Previously the site used a lot of red and white. The new look sees a very dark blue brought in – ‘which is club-neutral and gives plenty of contrast for the white goal posts of the identity,’ Morrow says.

To create a ‘vibrant but not immature’ colour palette green, ‘hot orange’ and cyan have been introduced as highlight colours.

By Elmwood

Full colour, full bleed imagery has been introduced ‘and across the site nothing is over stylised – so there is an emphasis on legibility and authority,’ says Morrow.

The site navigation allows football fans to tailor information so they can focus on the game in a particular country, or chose an international outlook.

Old Goal Logo

As Goal has around 500 journalists based around the world, Elmwood wanted to ‘make them feel engaged and make the brand feel precious,’ says Morrow who has worked on an A6 concertina brand book, to be distributed as an internal communication.

Hide Comments (4)Show Comments (4)
  • Rob Newton November 30, -0001 at 12:00 am

    Table football?

  • Darren November 30, -0001 at 12:00 am

    Looks a lot like this logo we designed and registered as a trademark early last year – http://pinterest.com/pin/117797346476338449/

  • Paul Hooper November 30, -0001 at 12:00 am

    And here we are at the DW Stadium for the eagerly awaited match between Goal v Pitch Works. Two evenly matched sides, but with Pitch Works having the clear advantage of experience through being round longer. Who will win? Only time tell. No biting or foul play please or red cards will surely be brandished.

  • Anthony Morgan November 30, -0001 at 12:00 am

    The branding for Goal is easily better than Pitch Works…

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