ICG completes brand refresh for League Football Education

Eat, sleep, dream football! That's what the team at ICG has being doing lately as the design department worked on a new identity for client League Football Education (LFE), the organisation responsible for delivering the Apprenticeship in Sporting Excellence programme to all Football League clubs in England and Wales.

The brand refresh includes the introduction of new typography, a new illustration style and revamped layout design across all literature.

Subtle yet striking changes have been incorporated, derived from the brand's pentagon shaped logo. This can be seen in the use of angular graphics and photography, designed to create movement on the page.

The new primary typeface further hints to this style. An illustrative infographic style has also been developed to communicate detailed information in a clear and intelligible way.

Touchline, LFE's quarterly printed magazine, has also been given a new look and feel. The size and design of the magazine have been modified, taking inspiration from football club match day programmes, a format LFE apprentices are familiar with.

Graham Walker, Senior Designer, led the project: “Having worked with League Football Education for nine years we jointly felt it was the right time to refresh the brand. Designing for a young audience is often a challenge, but I believe we have created a new look for LFE that feels fresh and contemporary, without trying too hard. The new materials have been received well by the LFE staff and, most importantly, the apprentice footballers.”

The new identity will be implemented throughout 2015.