We began by collaborating with an English illustrator. The brief: retain the lion’s heraldic quality, while giving the FA flexibility in how they expressed their brand. Working closely with the FA to produce the final trio, we developed a set of guidelines along with some more disruptive examples of the Lions at play.
The next step was to render the Lions in three dimensions, taking them from print to digital. The finished work gave the FA a look and feel more closely associated with a premium sports brand – using black to give the brand back its edge.
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