The rebranding of the English Football Federation

The FA (Football Association) changes skin and launches the new visual identity of the English federation starting from the new "England Football" logo conceived and designed by the English design studio MATTA. The new crest starts from the symbols of what has always been the iconography of English football with the Three Lions, but modernized in graphic terms and representing a male lion, a female lioness and a lion cub to represent the youthful element.

The new logo has already been applied to all of the association's digital services such as EnglandFootball.com, Find Football (a new digital tool from EF that helps players and parents find opportunities to participate) and My England Football (the new free rewards program of the federation). The Three English Lions, therefore, change face and meaning, passing from "power" to inclusiveness, with a nod to the digitization already started in the FA.

The England Football presentation campaign was entrusted to the first community of English fans, COPA90, which made a video focused on inclusiveness and the federation's new idea of participation. The video features Azeem Amir, Demi Stokes, Harry Kane, Lucy Bronze and Marcus Rashford.

The Three Lions of England have deep roots and well anchored to the tradition and above all to the history of England. Always present on the English shirts - since their debut in 1872 against Scotland - the lions are a symbol that dates back to the 12th century, when for the first time on a battlefield, the English troops displayed a banner with three golden lions . We gradually reached three, adding the symbols of three different logos: that of Henry I, that of his wife Adeliza and that of the union between Henry II and Eleonora of Aquitaine. Richard the Lionheart was the first to use the English Three Lions by combining them with the throne. When the FA was formed in 1863, it was natural to include them in the logo of the English Football Federation.