FA Community Shield

A seven-goal thriller between Leeds United and Liverpool, a goal for Pat Jennings from his own area and a hat trick for Eric Cantona. The Community Shield has been entertaining and surprising since 1908. The Football Association approached Uniform to create a new look and feel for the competition to reflect its rich history and global status.

 

Taking an illustrative approach we redrew the Community Shield to bring the trophy to life and create a sense of drama through a rich, textured backdrop. This new graphic identity successfully incorporates the key sponsor branding.

The Community Shield is an important part of the footballing calendar and the identity injects prestige, drama and purpose back into the brand.
Neil Sheakey, Senior Creative.

The power of the shield goes beyond football and we built on this new identity for the wider campaign supporting the grassroots game. A halo device based on an outline of the shield elevates everyday coaches and groundskeepers to ‘local heroes’.

Proceeds from the Community Shield are distributed to community initiatives and charities around England.
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