For the last decade the Icelandic football teams have gained both momentum and success, qualifying for both the men’s end women’s Euros and becoming the smallest nation ever to qualify for the World Cup. With a strong team spirit and support of the whole nation, these spectacular achievements have attracted attention around the world.

The old badge, dating back to 1996 , was composed of the initials of the Football Association of Iceland (KSÍ) along with a ball and Icelandic flag. As our teams progressed, the straightforward ball-and-flag approach fell short, disconnected to the country’s image and the team’s spirit.

A new badge was needed that could harness the team’s momentum and create new merchandise opportunities for the FA of Iceland

A need had arisen for a crest and an identity that could better encompass the fundamental values and essence of the Icelandic team spirit – a passionate symbol of unity, which draws on our strengths, history and heritage.

One of the most common symbols in Iceland is the coat of arms which shows the four protectors of Iceland, the bull, the eagle, the dragon and the giant. The Icelandic Book of the Settlements describes how they were warned not to sail to the country with “gaping heads or grimacing symbols”, lest they should provoke the guardian spirits.

These four creatures, each with their own different attributes and their own territory to watch over, they are the ideal symbol for a team spirit needed for our national teams. Their also a great saga to share with the world, that amplifies what our teams stand for.

It goes without saying that a team for a nation of only 364.136 souls has a limited marketing budget.

Therefore, the strategy for the launch of the new brand was simple. Tell the world the "mostly" true story of how a small nation in the middle of the Atlantic Ocean defied all odds in a harsh environment. Story about a nation whose true heritage is the art of storytelling and folklore. Story of a team without superstars that needs to band together to stand a chance against a seemingly unbeatable foe. A story the world would fall in love with and inspire them to share and tell others.

…

The FA enters a new chapter with an identity that finally amplifies the teams values and connects with the Icelandic nation, where the old badge fell short. To help prove that point, people are now getting the crest tattooed, first time ever in the FA history.

8.135.570 organic social media reach (+4410%),

2.31M total Tweet impressions,

36.000.000 non social media reach,

and

$0 Media spend.

With wildly positive reactions, Iceland has now gained thousands of new supporters all over the world. And as a side effect Iceland as a destination gained valuable awareness and interest.