The FA, English football’s governing body, has revealed a new logo design for the FA Cup, the world’s oldest domestic cup competition.

The new look, which is described as being “fresh and premium”, is designed “to celebrate the competition’s rich heritage and tradition” and will roll out across digital, print, physical, and broadcast mediums.

Said to be the result of an 11-month long development process, the rebrand incorporates a new trophy icon as well as a new colour palette.

Additionally, new typography has been developed, whilst competition imagery will focus on the “raw emotion” of the annual knockout contest, which currently goes by the name of ‘The Emirates FA Cup’ after its chief sponsor.

Sleeve patches housing the new logo will acknowledge previous winners of the competition by including the number of times that club has lifted the trophy, with bespoke silver badges worn by Arsenal this season, as the current FA Cup holders.

“We were clear we wanted to modernise the look and feel of the Emirates FA Cup, whilst ensuring we honoured the heritage, tradition and prestige of such an iconic competition. The brand has to encapsulate all that there is to love about the competition, where each year over 700 clubs and more than 10,000 players spanning the breadth of the football pyramid have a chance to make their own fantasy a reality,” says Kathryn Swarbrick, commercial and marketing director at The FA.

“The result is a brand that has a clear identity that can be easily adopted across all platforms to ensure a consistent look and feel for all competition, sponsorship partner, broadcaster and club assets,” she adds.

Source: The FA