Arsenal appoints 20/20 to review brand

Premier football club Arsenal has appointed design consultancy 20/20 to review the club’s brand image.

Arsenal says that, as branding is becoming increasingly important to football clubs, it has decided to look at its image across a range of club activities.

Bernard Dooling, 20/20’s creative director, says: “This is a brand with deep emotional appeal at an instinctive level.

“The fans and club are one. Our job is to find ways of intensifying and directing that passion for the benefit of Arsenal.”

Arsenal managing director Keith Edelman says: “20/20 will help focus our brand and provide a platform to support the club’s continued success.”

A spokeswoman for the club says research is under way as to what the Arsenal brand means to people who work at the club, supporters and management. Further work will be discussed after the results from the research are collated.

The review of Arsenal’s brand image and identity is expected to be completed by the end of October.

The club announced earlier this year that it was to replace the old Highbury stadium by 2004. A new training ground at London Colney has also been completed recently.

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