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Brand refresh and development for Dundee United Football Club.

Project Objective.

As a long established football club, Dundee United F.C’s image was starting to show its age and over time, inconsistencies had crept in across collateral and brand presence. Dundee United came to us looking for a refresh in visuals to be implemented consistently across all applications, that would match the club’s core values and encourage confidence and trust, whilst promoting brand awareness.

Our Approach.

A brand refresh for a football club is a particularly delicate operation to undergo – the importance of keeping loyal fans on board is absolutely paramount. We took a streamlined approach to the redesign of the club crest — maintaining many aspects of the previous crest, to offer a natural evolution, suitable for a contemporary, forward thinking club. The crest uses a contemporary font that has a sans serif base with a touch of flare to it. With the font's roots in old century logos and signage, there is a good balance of old and new to the overall aesthetic.