The Emirates FA Cup Rebrand

  • Jordie Wildin

Led the rebrand of the Emirates FA Cup to design a new distinctive brand identity which speaks to the competition's prestige, heritage and future-facing principles.

The rebrand aims to bring brand cohesiveness to the competition, sponsorship partners, broadcasters and club assets and can be seen featured across channels including competition and club socials, broadcasters, Fifa 21, and stadium assets for the final.
Final deliverables included brand guidelines, a new logo suite, bespoke typography, and an ownable visual world. Perhaps my favourite touch are the sleeve patches worn by the players on match day. Awesome team, awesome clients and exciting to see this out in the world for real.

Project Tags


  • The Football Association logo

    The Football Association

    • Non Creative Industries
  • W

    Wieden+Kennedy London