Design Approach

Refreshing the identity of a football club is a particularly sensitive undertaking. Loyalty runs deep and any change must honour the history and emotions tied to the badge. With this in mind, there was an evolutionary approach taken to the design: retaining the essence of the existing crest while refining it for contemporary use.

The revised crest preserves key elements of the original, but introduces cleaner lines, sharper detailing, and improved balance across the lockup. A contemporary typeface — rooted in the character of early 20th-century signage, but redrawn with a subtle modern flare — provides a strong link between heritage and progression. This blend of old and new helped create an aesthetic that feels both authentic and future-ready.

Alongside the crest, a refreshed visual system was developed covering typography, colour and key applications. The update ensures greater consistency across digital platforms, matchday materials, merchandise and environmental graphics, giving the club a cohesive and recognisable presence at every touchpoint.