A New Era for Irish Football: FAI Unveils New Brand Identity

FAI Unveils New Brand Identity

The Football Association of Ireland (FAI) has revealed a fresh brand identity, marking the first revamp to its brand in almost two decades.

The updated identity comprises new logos, including a new crest for National teams and separate distinct identities for the Association and the recently announced League of Ireland.

Over the past year, FAI staff, fans, players, volunteers, and other stakeholders were extensively consulted to redefine and reinvent what the FAI stands for and looks like. The launch of the four-year strategy in February 2022, which aims to "Build a trusted and respected brand," built on this process, with the delivery of the new identity central to it.

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The new national team identity emphasizes the unique Irish symbol of the shamrock, with fans and players' input used to create the new crest, featuring a bold Irish green at its core. To highlight its role as the governing body of the sport, driving the growth and success of Irish football, the FAI opted to create a separate identity for the organization, distinguishing it from the National team and presenting a professional look for engaging with internal and external stakeholders.

Jonathan Hill, CEO of the FAI, commented, “Today marks the start of a new era for the FAI as an organisation as we unveil our new brand identity. We set out an ambitious four-year strategy in 2022 and building a trusted and respected brand was outlined as a key enabler. The delivery of our new identity is a key step in delivering against this objective. The development of our new brand identities has been a significant and strategic undertaking that reflects our commitment to being a best-in-class, modern organisation. It also represents a change in what we stand for and how we will engage with the football community as we continue to drive the growth and development of the game in what is a new and exciting era for Irish football. Most importantly we have a new national team crest that we hope our fans, players and everyone in Irish football will be truly proud of.”

Louise Cassidy, Director of Marketing & Communications, for the FAI, added; “Our new identity will extend from social media to the national stadium and far beyond while also taking pride of place on our national team shirt. The new identities are so much more than a simple logo mark, we now have the assets and resources to really bring our communication and activation to life with our partners. The launch of this new identity today is testament to the hard work of our team and a strong level of collaboration with our many stakeholders whose input we are extremely grateful for. This work will enable us to better drive participation, attendance, and engagement with football in Ireland.”


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