Sunderland Foundation of Light

With the right education, information and inspiration the world is at your feet.

Time for change

One of the most pioneering sports charities in the world.

We were originally appointed by the SAFC Foundation of Light to help evolve its current brand positioning as part of its ongoing growth plans and to coincide with its 10th anniversary celebration.

The project had a unique challenge - to create a distinctive identity for the Foundation that could also sit seamlessly alongside the iconic Sunderland Association Football Club badge. This was an important consideration in the evolution of the brand; to not only reinforce its origins but also its future commitment to the club and their shared vision of improving people’s lives through football.

“The challenge was to develop something that adhered to the brand of the football club whilst giving us an identity that served our needs. We aim to transcend the draw of the Sunderland AFC badge whilst never discounting it - our brand needs to speak to people with pride in the region and the football club, but also to those further afield and, in some cases, to those without an interest in any sport.

Through working with our staff and a broad selection of our stakeholders Gardiner Richardson were able to develop a brand that spoke of, and respected, our heritage but also reflected our ambition and stature in the market. Through the process we were able to create ownership of our new brand across staff and those stakeholders involved in the process which helped contribute to a positive launch.”

Lesley Spuhler, CEO
Foundation of Light folder

Laying the foundations with a bold new look

The world at his feet

Taking the new identity out onto the field.