Designroom Sport creates new Club Wembley identity

Designroom Sport has created a new identity for Club Wembley, the corporate hospitality offer of Wembley Stadium.

Core logo
Core logo

The consultancy, which has a history of working with the Football Association, was brought in to look at strategy for Club Wembley and made the suggestion that the old marque ‘didn’t fit within the brand architecture of Wembley,’ according to Designroom Sport creative director Billy Johnson.

Club Wembley identity with palette
Developing the Club Webley identity

Wembley Stadium’s current identity was designed by Bulletproof in 2010. Johnson says that the new look Club Wembley marque reflects the prestigious offer of the brand and ‘complements the core Wembley brand.’

Club Wembley identity with palette
The identity has been designed with movement in mind

Designroom Sport worked with the phrase ‘the ultimate stadium members’ club’ in mind as a point of focus.

Club Wembley identity with palette
Club Wembley identity with palette

‘Club Wembley is one of the biggest revenue generators for the FA and there are several tiers – boxes, members bar, seats, members and networking,’ says Johnson.

The existing marque ‘is similar in terms of its geometry, but we’ve added a different type and some embellishments to elevate it and represent the live experience,’ he adds.  

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