Brentford Refresh Brand Identity Ahead Of New Stadium Move

Championship football club Brentford have unveiled a new positioning and brand identity ahead of its first season in the club’s new stadium.

Working with branding agency Thisaway, the Bees have developed a new brand strategy and identity to transition the club into a new era. 

Building on the club’s recent progressive approach to the game, the pair have developed a new positioning of ‘Forward Thinking Football’ to communicate the club’s ambitions.

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. 

“With the club in such an exciting period, it was the right time to look at refreshing the brand,” said Jeremy Mondher, Head of Campaigns and Promotions at Brentford FC.

“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.” 

Thisaway Founder Graeme Cook said: “Since winning promotion to the Championship in 2014, the club has changed massively. Our brief was to transition the brand from its more humble roots to the modern, dynamic, challenger brand it is today. Brentford are genuinely one of the most innovative clubs in the country and we believe the new positioning and identity gives them a great platform to move into the new stadium and realise their ambition of reaching the Premier League. 

The brand is being rolled out ahead of the new EFL Championship season, which kicks off on the 12th September.