Umbro
Rebrand
Project Components
Logo Design
Brand Design
Package Design
Print Design
Promotional Design
Context
As the original in soccer apparel and equipment, Umbro remains one of the most trusted brands in soccer. However, with nearly 100 years of history, the brand is steeped in feelings of nostalgia and memories of decades past, and currently fails to stand up to other elite sports apparel brands on the global stage.
Objective
The world of soccer has changed: the sport has become increasingly more visible worldwide and its apparel has transcended the game, now a source of inspiration for street fashion. As the company approaches its centennial anniversary – and while maintaining existing brand equity – the Umbro rebrand captures its shift from a legacy soccer brand to a current and relevant lifestyle brand, repositioning Umbro as the “choice of champions,” both on and off the pitch.
A rebrand that captures its shift from a legacy soccer brand to a current and relevant lifestyle brand, repositions Umbro as the premier choice in all things soccer, both on and off the pitch.
Umbro is
iconic, not traditional
engineered, not manufactured
global, not universal
competitive, not aggressive
contemporary, not trendy
elite, not exclusive
Moodboard
Concept Sketches
Primary concepts
A Shield
As the original in soccer and, once again, “the choice of champions,” Umbro displays its resilience and leadership in the sport, both on and off the pitch, with its U-shaped shield.
Concept 1
An Arrow Forward
The top of the diamond over the wordmark symbolizes the brand’s evolution and growth to meet the times, its decision to move forward, and its ability to persevere.
Concept 2
A Diamond Reimagined
As Umbro approaches its centennial anniversary, the brand both honors its history and welcomes a new era and the next generation by reinterpreting the iconic diamond.
Concept 3
Selected Direction
Brandmark Treatments
