Men’s England Visual System

A bold visual identity inspired by the optimism of the 2018 England men’s squad — a new England squad built on youthful energy and teamwork. The system reimagined the three lions as dynamic, modern symbols – cropped, layered and full of motion. The custom England FC Display typeface carried that same confidence across every touchpoint, from stadium graphics to digital campaigns.

The identity later extended to include the Lionesses, uniting both teams under a single One England design strategy. A shared visual language celebrating pride, progress and collective spirit.