The FA Cup is the oldest domestic football competition in the world. It has a unique place in the heart of fans, players and managers alike and is a huge part of the fabric of football in England with over 700 teams taking part.
The brief was to create a completely new brand identity to incorporate Budweiser as the competition’s new Lead Sponsor as well as being respectful of the heritage of The FA Cup competition.
The brand had to offer flexibility so it could be effectively expressed across a variety of applications on print and digital channels including match tickets, programmes, TheFA.com website through to signage in Wembley Stadium – the venue for the Final.
To make the brand truly unique involves creating bespoke assets for every aspect of it. For The FA this meant crafting a special family of typefaces. As well as being perfect expressions of the brands persona as it was rolled out across broadcast, digital and print platforms.