• Transform magazine
  • January 27, 2023


Conran Design Group and UNICEF unveil new identity for Soccer Aid

Soccer Aid Unicef 1.jpeg

Since it began in 2006, the biennial Soccer Aid charity event has raised over £20m in aid of the United Nation’s children-focused humanitarian programme, UNICEF. Created by British celebrities, Robbie Williams and Jonathan Wilkes, its structure sees an England team take on the Rest of the World in a 90-minute football match, with both sides comprised of celebrities and former professional football players.

The brand’s principle identity however, has remained largely unchanged since its inception. Made up of a traditional black and white football, with its foremost leather patch designed in the shape of Africa. The logo is encircled by ribbon-like strips in blue, red and yellow that loosely form the shape of a heart. Below, the words, ‘Soccer Aid’ precede the year of the event, atop UNICEF’s popular lowercased, sky blue identity.

Tasked with modernising Soccer Aid’s core identity, London-based design agency, Conran Design Group, has unveiled an entirely redesigned logo with the aim of reflecting the excitement and passion of the event, as well as resonating with a wider, non-football audience.

The new logo incorporates a similar colour palette to UNICEF’s design – fading from dark to light blue – developing a greater emphasis on the globe and football aspects of the previous logo. The redesigned visual aspects of the identity allow for greater use across digital communication platforms.

Thom Newton, CEO and managing partner at Conran Design Group, says, “This was a great opportunity to work with a key 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.”

The new identity also forms part of UNICEF’s ambition to broaden the Soccer Aid audience, with aims to extend the charity event from a one-off football match to a season-long, continuing engagement with greater appeal to diverse and international communities. The rebrand also coincides with the announcement last week of Usain Bolt’s decision to participate in this year’s Soccer Aid match, taking place 10 June 2018 at Old Trafford.


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