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Gardiner Richardson creates new identity for Sunderland Football Club charity

The new 'Foundation of Light' identity

Gardiner Richardson has created a new brand identity for the Sunderland Association Football Club Foundation, the Premier League's side's community charity.

The Newcastle agency was appointed by the SAFC Foundation in March 2011 to "evolve its current brand positioning" as it celebrated its tenth anniversary.

It has since worked to develop new identity, the Foundation of Light, which was unveiled at the club's Top Scorer event in April.

Gardiner Richardson says the new name, which takes its cues from the club's home ground the Stadium of Light, 'embodies the essence of what the organisation stands for'.

The light theme continues with the graphic beams emanating from the heart of the club's badge in the new brand identity.

Communications will also include the new brand statement 'The world at your feet'.

Darren Richardson, director at Gardiner Richardson, said: “This has been a uniquely challenging project. To create a distinctive identity for the Foundation that could also sit seamlessly alongside the iconic Sunderland Association Football Club badge was real achievement by our design team.

"This was a really important consideration in the evolution of the brand; to not only reinforce its origins but also its future commitment to the club and their shared vision of improving people lives through football.”

Staff Writer

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