As the main signage contractor for Chelsea FC, Icon is responsible for managing in-stadium perimeter and tier signage, including the rotational advertising system, as well as external signage around Stamford Bridge in a successful working relationship going back over 5 years.

In 2006 Chelsea FC gave Icon a brief to make Stamford Bridge a visually more exciting place, using colour and player images to promote the Chelsea brand, create a `champion' and `hero' look, and galvanise enthusiasm amongst supporters, club stakeholders, and importantly visitors to the stadium.

Directional and way-finding elements were to fall in to the new look, the concourse area for each stand was to be maximised, and the corporate hospitality areas were to have value added to them by differentiating them from the rest of the stadium using a more lavish approach. The entire project was to be completed for the start of the 2007/08 season.

“Icon were instrumental in pulling together the new look Stamford Bridge stadium signage, working closely with our marketing team to identify areas for improvement, liaising with designers on the practicalities of reproducing design on a large scale and finally constructing and installing the signage in the close season. The over-all impact is really impressive and the stadium signage now combines good consistent directional signs with emotive imagery of players and numerous Chelsea victories.”

Peter Kenyon, Chief Executive, Chelsea FC

To satisfy the club's objectives, Icon worked in partnership with design agency Springetts to deliver new and iconic branding throughout the stadium as well as updating and improving existing signage and branding.

New monolith columns replaced the existing structures, using the one preferred design of the many designs put to the client, delivering a more modern impact on immediate entry to the stadium.

The directional signage, strategically placed around the perimeter of the stadium, implements the chosen design, ensuring the Chelsea brand flows seamlessly throughout, whilst delivering clear communication and information to visitors.

Chelsea FC offers a premium hospitality package, the value of which needed to be communicated through the look and feel of the hospitality areas. A silver finish was used to differentiate from the Chelsea blue used elsewhere, creating a distinct, exclusive and high value look and feel.

Icon worked on-site for two weeks alongside Chelsea's on-site facilities teams to install the branding and signage solution, and successfully completed the work for the start of the 2007/08 Barclays Premier League season. As a result of the work completed, Chelsea has commissioned Icon to deliver `Phase 2' of the project around Stamford Bridge.

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