Changing the game with a striking new brand platform and positioning for the governing body of football in London.
The London Football Association (LFA) has been a cornerstone of grassroots football in the UK for over a century. But as the sport, the city, and its people evolved, the organisation struggled to keep pace – grappling with the decline of traditional 11-a-side football, a shortage of facilities, and a lack of referees, coaches, and volunteers. At the same time, it was perceived as a paternalistic regulator with little recognition beyond existing stakeholders.
Football for all. London for all.
Football is woven into London’s culture, from the cages of Kennington and the Sunday leagues of Hackney Marshes to the Premier League stage. Every day, players, referees, volunteers, and supporters from all backgrounds contribute to the game’s growth. To reconnect the LFA with this energy and spirit, we collaborated closely with its people to develop a strategic brand platform – grounded in three pillars.
Community: where everyone belongs
Participation: in all aspects of the game
Passion, an unbreakable love for football
Inspired by the LFA’s initials, a new positioning was born: Football For All. London For All. This inclusive statement reinforces their commitment to making football accessible, fostering belonging, and driving positive change.
From square mile to virtuous circle
The old identity, a facsimile of the City of London’s coat of arms, carried connotations of tradition, elitism, and corporate governance. While heritage remains important, this was the right time to reconnect the brand with the people of London.
A small but significant shift saw London Football replace the LFA name, forging a more direct, ownable connection to the sport. The outdated coat of arms gave way to a roundel to celebrate the rebirth of the organisation and its clear emphasis on unity and inclusion. A vintage leather football, framed by the LFA’s founding year, speaks to a rich and storied history.
Capturing the city’s essence
London’s well-worn symbols felt clichéd and incompatible with the vision. Instead, we embraced the city’s polycentric nature – its constant motion, diverse communities, and defining geographical feature: the River Thames.
The Thames flows through the city’s boroughs, from west to east, linking north and south. Placed at the heart of the design, the river’s iconic bends symbolise connection, change, growth, and London’s endless capacity for reinvention.
Typefaces inspired by street signs and street bustle
London’s street signs guide and welcome people through the city, inspiring our choice of Gill Sans for the logo. For broader design and communication, we selected Roc Grotesk – a variable typeface that can be wide, high, loud, or quiet, much like London itself. Together, these typefaces are unmistakably of, and from, the city.
A bright new season for grassroots football
Transforming a brand of this heritage and ambition, with deep cultural attachments, was no mean feat. Throughout the project, we partnered closely with the LFA’s CEO and stakeholders to ensure the transformation was as collaborative and impactful as possible.
With this bold new image, London Football is inspiring more people of all ages and abilities to engage with grassroots football. Armed with a fresh identity, they are continually building strategic partnerships and expanding the game’s reach – ensuring the joy of football is felt across London for generations to come.
“For over 140 years, the LFA has shaped grassroots football in London, but to thrive for the next 140, we had to evolve. This new identity is more than a rebrand – it’s a bold step toward a more inclusive, participation-driven future. Mammoth’s strategic vision and creative expertise were invaluable, helping us redefine who we are and where we’re going. Their deep understanding of our organisation and collaborative approach stood out throughout the process. We’re excited for what’s ahead and truly grateful for their energy and dedication in bringing this transformation to life.”
Paul Bickerton - Chief Executive Officer
London Football
