Soccer Aid Brand Identity

UNICEF appoints Conran Design Group to create the new Soccer Aid brand identity.

7 March 2018


Over the past decade, former football stars including; Maradona, Ronaldinho, David Beckham and celebrities like singer Louis Tomlinson and actor James McAvoy have come together for the Soccer Aid charity football match, raising over £24 million for UNICEF in the process.

UNICEF's ambition is to extend the charity event from a one-off UK football match (every two years), to a season of mass participation and engagement which appeals to a broader global audience.

Conran was tasked with updating Soccer Aid's brand identity, to make it feel modern and engaging, and to create an identity that inspires action and reflects the excitement and passion of football. The marque had to work across digital, TV and print, flex for a non-football audience to support UNICEF's mission to make sure every child around the world leads a happy, healthy life.

The solution

The new identity's DNA is rooted in the beautiful game. Inspired by the iconic hexagon football pattern, the device is a key feature of the brand identity. It is a flexible tool that can be used in a variety of ways; to anchor key messaging or as a holding device for copy and imagery. Conran further leveraged the marque to build a recognisable and versatile visual brand language for use across all communication platforms.

Thom Newton, CEO & Managing Partner said, ‘this was a great opportunity to work with a vital organisation that makes a profound difference to the lives of vulnerable people in deprived areas. We celebrated the true spirit of Soccer Aid through this new brand identity - one that symbolises the joy and emotion of being part of something special’.