New Training Facility & Branding for BHAFC

When Brighton and Hove Albion Football Club recently confirmed a multi-year naming rights agreement with American Express for its new training ground and academy facility they invited KSS to design the new identity for the centre. Now named the American Express Elite Football Performance Centre (AEEFPC) the branding has been applied throughout the new training complex which was designed by KSS.

KSS has used the same principles in the AEEFPC identity as their design for the American Express Community Stadium (AECS) logo and symbol where KSS also worked on the design and integration for both brands ahead of the stadium opening in 2011.

The unique Y-shaped Elite Football Performance Centre is practical in its design providing two accommodation wings for the clubs academy and professional players, plus another shared wing for a gymnasium, media centre, dining and medical facilities. The American Express Elite Football Performance Centre logo is designed in the shape of the distinctive Y-shaped building and coincides with the AECS logo which is based on the design of the football stadium roof arches.

Martin Perry Executive Director for Brighton & Hove Albion said “Our relationship with KSS now goes back 17 years. They designed the award winning American Express Community Stadium including the branding and now they have completed the design of a world class football training facility and its new identity. They have every right to be very proud of the buildings they have designed for us.”