The football club has decided to create a standalone brand for its new home after researching the promotion of other stadia in the UK. The intention is to create a striking brand that has appeal beyond football, and is distinctive from the Arsenal brand.
The design draws on the heritage of Arsenal's former ground at Highbury, and features an icon inspired by the stadium's unusually shaped roof. It also incorporates the stadium's lettering, designed by the architects behind the project.
Angus Kinnear, marketing manager at Arsenal FC, said that it "reflects the individuality of the stadium, while retaining a strong link to the great Highbury past".
Emirates won naming rights for Arsenal's new 60,000-seat ground at Ashburton Grove in North London in October 2004, when it signed a £100m deal lasting until the end of the 2020/2021 season. It will also be Arsenal's shirt sponsor from next season.
As well as its deal with Emirates, Arsenal has signed sponsorship deals with the Israel Ministry of Tourism and Scottish & Newcastle, which will be the official beer and cider sponsor of the stadium.
Both will have a presence within the stadium via giant screens and on televisions within corporate entertainment areas. The Israel tourism ministry's deal also allows it to run events at the venue.
The stadium opens in July this year.
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