The FA unveils new Emirates FA Cup brand

The Football Association [The FA] has unveiled a new look for the Emirates FA Cup, the world’s oldest domestic cup competition.

The new Emirates FA Cup brand is designed to celebrate the competition’s rich heritage and tradition with a fresh and premium look to be implemented across digital, print, physical and broadcast.

The rebrand, which began in October 2019, has resulted in the development of a unique new trophy icon and distinctive colour palette. New typography has been developed, whilst competition imagery will focus on the raw emotion of the Emirates FA Cup, across clubs, players and fans.

Sleeve patches housing the new logo will acknowledge previous winners of the competition by including the number of times that club has lifted the trophy, with bespoke silver badges worn by Arsenal this season, as the current Emirates FA Cup holders.

Kathryn Swarbrick, Commercial and Marketing Director at The FA, said: “We were clear we wanted to modernise the look and feel of the Emirates FA Cup, whilst ensuring we honoured the heritage, tradition and prestige of such an iconic competition. The brand has to encapsulate all that there is to love about the competition, where each year over 700 clubs and more than 10,000 players spanning the breadth of the football pyramid have a chance to make their own fantasy a reality. The result is a brand that has a clear identity that can be easily adopted across all platforms to ensure a consistent look and feel for all competition, sponsorship partner, broadcaster and club assets.”

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