Wembley’s graphic makeover

It’s an iconic space that has seen its fare share of big name events, including a number of FA Cup finals, the 1948 Summer Olympics and even Live Aid. Come 2012, it will host the finals of Olympic football. In 2000, the old Wembley stadium was demolished to make way for the new stadium which wasn’t completed until 2007. Three years on and the stadium is gearing up for the next stage in its development by unveiling a new brand identity. 

With increasing opportunities in digital and social media, the new identity has been designed for optimum use across these platforms. It also more accurately reflects the iconic status of the stadium for events like The FA Cup Final, the NFL International Series, music acts of monumental scale, the UEFA Champions League Final to be held at Wembley in 2011, and the football tournament of the London 2012 Olympic and Paralympic Games. 

The FA, which owns Wembley Stadium, appointed brand design consultancy Bulletproof to evolve the new Wembley identity. Bulletproof worked closely with The FA’s in-house design studio and Wembley’s marketing team. 

“The new identity is an important part of our long-term strategy to drive even greater engagement with our Club Wembley members, commercial partners and huge spectator base,” says The FA Group head of marketing Simon Freedman. 

The stadium’s managing director Roger Maslin says that as the stadium moves into the new stage of its lifecycle, the new identity is more reflective of the dynamic and multi-purpose nature of the stadium. 

Take a look at the new logo below and make up your own mind on the new brand identity.