What an opportunity - to build a dynamic brand and visual identity for one of Europe's leading football clubs.
Arsenal did not have full ownership of its marque, leaving it with little control over replica merchandise, such as kit bearing the logo.
We worked very closely with the board of Directors and the fans, examining the brand from top to toe, to re-establish the values and traditions of this historic club. Arsenal is far more than a brand - it is a 'cause', a 'religion' for its fans. The new crest had to symbolise a club for the future - forward thinking, assured and human.
Since the launch, fans have embraced the new crest as a symbol of an international club defined by ‘tradition with vision’.
