We were asked by The FA to create a new consumer facing brand to see all the grassroots and participation aspects for the national game, providing an enhanced level of aspiration and inspiration for all those involved across the game; players, volunteers, and supporters of the game.

The logo, which appears in a striking red colour, aims to reach the hearts and minds of football players and fans within England. It will sit alongside the two other existing English football logos, which include the FA’s logo and, separately, the badge of the England national Men’s and Women’s teams (known as the Three Lions and the Lionesses, respectively).

The refreshed brand includes a modernised three lions, consisting of a male lion, female lioness and a lion cub to represent the youth element of the national game. The England Football logo and brand suite aims to represent, and harness, greater inclusivity across the English game, and reflect a broader, modernised version of English football in 2021.