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