Celebrating three decades of pioneering work in the football for good space, Common Goal, the global network uniting the football community to tackle the world’s biggest challenges, has unveiled its refreshed brand identity and strategy.
Founded in 2017, Common Goal exists as a global network harnessing more than 30 years of football-for-good experience to create a more just and equitable world. Originally launched to connect football’s cultural and financial influence with grassroots efforts, they’ve expanded to operate as a unified network, combining elite-level influence with community-driven expertise to create an even playing field for all. Now, to reflect this integration and celebrate Common Goal’s unique ability to deliver profound impact on communities worldwide, the brand has undergone a rebranding, designed in collaboration with Danish creative agency Barkas.
This launch marks a pivotal moment in Common Goal’s three-decade journey to harness football’s unique power to drive social and environmental change. The rebrand blends bold typography inspired by protest movements, a joyful colour palette, and a hand-drawn logo. The new identity reflects the diversity, dynamism, and inclusivity of Common Goal’s mission, while communicating urgency and radical collaboration.
Luca Rasmussen, Partner at Barkas, said: “Bringing together an impressive legacy of impact with a fresh, modern attitude, this is an incredibly important project for a truly inspiring organisation. The new Common Goal brand signifies the complete integration of football for good and the football industry—ensuring the sport maximises its contribution to people and planet.”
Jürgen Griesbeck, Common Goal Co-Founder and CEO: “Today, Common Goal is stepping into a new chapter, unveiling a refreshed identity that reflects both where we’ve been and where we are going. Our vision is old yet simple: An even playing field for all. It’s rooted in the belief that the joy of football can - and we will play our role to - change the world. To everyone who believes in the transformative power of football, let’s continue or start to work together. Only together we will be able to make a real difference.”
Juan Mata, World Cup Champion and Common Goal Co-Founder: “On one hand Common Goal’s refreshed brand reflects a legacy of three decades of pioneering work developing a diverse and yet rigorous global network of football for good communities in over 100 countries, with a shared belief in using football to create an equal playing field for all. At the same time, the bold look and hand-crafted design reflects the relevance of Common Goal to both established and new audiences as we move forward together into an era of radical collaboration.”
Follow Common Goal here.
