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Brentford FC

It’s the most exciting time in the history of Brentford Football Club. Having just missed out on promotion to the Premier League last season, success on the pitch has been matched with innovation off it, and a brand new stadium awaits. Brentford challenged Thisaway to help them develop a brand strategy and identity that would reflect their unique approach, and confidently transition the club into an exciting new era.
Branding
Sport & Leisure

Brentford truly do things differently. They have worked hard to develop a model that is unique to the club. Their savvy recruitment policy and data-led approach has created headlines and reaped huge financial returns, whilst brave decisions like closing the club’s Academy and hiring two Directors of Football have proved hugely successful. Thisaway developed a positioning of ‘Forward Thinking Football’ which reflects this innovative approach and communicates their ambitions for the future.

The identity was built to reflect the energy and excitement of the new positioning. Thisaway produced a dynamic identity system inspired by the bee in the club’s crest. Textures representing the wings, sting, and stripes were created as flexible assets to be used across the brand’s multiple touchpoints. 

Thisaway also worked with typographer Marc Rouault to develop Sting, a bespoke typeface, again inspired by the bee within the crest. 
 

The brand is being rolled out ahead of the new EFL Championship season starting on the 12th September.

Jeremy Mondher, Head of Campaigns and Promotions at Brentford FC, said: With the club in such an exciting period, it was the right time to look at refreshing the brand. Thisaway demonstrated a great understanding of where the club has been and where it is going. The result is a clear positioning that encapsulates our innovative, future-focused approach, with a
modern, dynamic identity that gives our internal teams huge flexibility across our channels.”