Wembley Stadium debuts ‘bigger than ever’ rebrand

Wembley Stadium worked with global brand agency Landor & Fitch to develop a new brand identity ahead of the Emirates FA Cup Final on 15 May, which will see 20,000 fans returning to the stadium connected by EE.

The new identity aims to bolster the stadium’s status as the number one sport and entertainment value in the UK and beyond. The brand celebrates Wembley Stadium’s legacy through the strapline ‘It matters more at Wembley,’ a statement that seeks to encompass what the stadium means to the country and to the world.

In addition to the strapline, Landor & Fitch also developed a new brand purpose: ‘we exist to make the iconic,’ a promise to amplify the brand experience so that it is the ‘loudest, proudest and biggest for everyone attending.’

“The brand provides a platform for legendary moments, as well as consistency for fans to enjoy the Wembley experience no matter the event,” says Peter Knapp, chairman at Landor & Fitch.

A new, modern graphic asset ‘The Big W’ celebrates and establishes the strapline through the connection to its location and legacy via the distinctive Twin Towers stadium logo, the flags of historic football games and of ‘Wembley Way’ – the direct path that leads fans towards the stadium. This asset features across touchpoints aiming to create the most impactful brand moments for fans and visitors.

A refreshed colour palette introduces more range to colour pairings to enable clarity and consistency, whilst still allowing creative flexibility, differentiation and the close partnership between EE, Wembley and the legends of the bowl.