Common Goal is sporting a game-changing new look that amplifies its mission, courtesy of Barkas

A driving force among those championing ‘football for good,’ Common Goal is a charitable movement that encourages players, managers, and other industry professionals to pledge 1% of their earnings toward grants in its Community network. While this may seem like a small figure, it can make a significant difference. Through these contributions and their support of global grassroots organisations and initiatives, Common Goal is working to unite the football community to tackle the greatest social challenges of our time. As part of a broader strategic shift, they sought out the expertise of Scandinavian creative company Barkas to help them develop a new approach, one that acknowledges not only the scale and diversity of the global football community, but also the increasing overlap between sport, culture, and lifestyle. And, perhaps most importantly, this strategy needed to unite and strengthen Common Goal’s community. “Unlike many NGOs,” Designer Amelie Bormann reveals, “Common Goal benefits from the positivity of football as a lens for its work. This allowed us to position the brand in a way that feels energising and joyful, while also expressing a clear and opinionated stance. The edge comes from this combination – being unafraid to make a statement, while maintaining a tone that feels optimistic and forward-looking.” With equal measures of “inclusive and celebratory humanity” and “the energetic, edgy language of football,” this is achieved via a new (rallying) brand narrative and identity that amplifies its voice.