As one of the leading clubs in world football, Arsenal have a reputation and impact that extends far beyond the pitch. But, by 2023, their brand needed to evolve in order to perform at the levels required from a modern global organisation.

Working with the AFC creative team across the whole 2023/24 season, we crafted a new, cohesive identity and brand architecture that balances progressive values with the unique heritage and unmistakable DNA of Arsenal.

Inspired by the iconic 95/96 kit from the dawn of the Wenger era, the Boltline is the new energetic centrepiece of the identity.

As a dynamic symbol of Arsenal’s Always Forward ethos, it represents the passion, power and forward momentum that drives every aspect of the club.

A modern football club's impact is no longer limited to 90 minutes on a Saturday. Instead, it lives and breathes 24/7 amongst an international audience and touches all aspects of business and society.

Using Arsenal’s Always Forward ethos as our springboard, we built a brand architecture out of three distinct pillars — Team, Community and Culture — each representing the different audiences and organising principles of the club.

The Team pillar is the Arsenal identity at its loudest. Here, the visual language echoes the energy of matchday, the spirit of supporters and the players’ competitive edge on the 
field of play.

The Community pillar celebrates Arsenal’s strength and diversity beyond the pitch. Here, we layout longer form content and stories delving deeper into the heart of the AFC global family, highlighting the work of the club’s many charities, foundations and grassroots organisations.

The Culture pillar speaks with distinction and style to frame Arsenal as a cultural icon. This is where football collides with fashion, music, art and technology — and it’s in this pillar we set Arsenal apart as a unique proposition as a club.

Here, the club release their most experimental, innovative and bleeding edge work.

The new Arsenal type and colour system gives the club the ability to speak at different volumes and to different audiences whilst maintaining distinctive London character.

Working alongside type designer David Rudnick, and tested with the AFC creative team throughout the 2023/24 season, our design system heroes bespoke typefaces Northbank and Chapman to amplify Arsenal’s brand personality across any pillar and execution.

As the most culturally progressive club in world football, Arsenal’s brand guidelines need to codify a constantly growing library of symbols for retail and partnership settings. 

These marks make up the rich tapestry of the club’s history and are often remixed and reinterpreted in modern contexts.

We set out the creative principles and boilerplate templates to ensure the club balances its past with its future in an authentic and consistent way.

We compiled extensive guidelines and a dynamic formula that touched every aspect of the Arsenal global brand. 

Arsenal’s internal teams and external partners are now equipped for digital, motion, print, apparel and interactive spaces through a clear visual strategy, ready to produce anything from matchday comms to community outreach programmes and key cultural product drops. 

Always Forward: from N7 to the world.