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Sherry creates new 'One Game' branding for Kick It Out

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By The Drum Team, Editorial

September 7, 2011 | 2 min read

Kick It Out, football's anti-racism campaign, has worked with design agency Sherry to create a new brand for its One Game, One Community initiative in October.

One Game, One Community will encompass more than a thousand football activities - including seminars, tournaments and community events - taking place over the three weeks between 13 and 31 October.

Danny Lynch, who heads up media and communications for Kick It Out, said: "The weeks of action is Kick It Out's marquee initiative and has always been positioned as such. It's a sub brand in its own right.

"The key message is inclusion; championing and celebrating the diversity which exists in English football, rather than focussing on the problems which still exist around discrimination."

Sherry was given the brief in June and worked with the existing Kick It Out typeface and colour palette which has been in place since the campaign got underway in 1993.

Designer Ellie Thompson said: "When it came to the design of the new logo we established that the most important part of the wording was the ‘one’. This was the element that needed to be most prominent and link the ‘game’ and ‘community’ together whilst somehow being more compact than the existing logo.

"One Game, One Community is such an established campaign now and a phrase that people are familiar with we didn't want to lose any of that currency. So we initially explored the way in which we could combine the double use of the word ‘one’. Building the number 1 into the wording we aimed to visually reinforce the phrase One Game, One Community while also increasing the dominance of the word within the marque."

The new branding is being sported by footballers including Rio Ferdinand (pictured), on wristbands, t-shirts and ad breaks during Sky's Super Sunday football coverage.

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