Brand Development
Dundee United Football Club, steeped in tradition and history, sought to revitalise its brand image while honouring its loyal fanbase.
Leading the brand development, I sought to modernise the club's visual identity while preserving its core values and heritage. The redesign of the club crest, with a contemporary font that strikes a balance between tradition and modernity, serves as the cornerstone of this brand refresh.
Project Objective
With a rich history behind it, Dundee United F.C.'s brand was in need of a refresh to address inconsistencies and ensure relevance in today's landscape. The objective was to create a cohesive visual identity that reflects the club's values, instils confidence and trust among supporters, and boosts brand awareness across all platforms.
Design Strategy
Understanding the significance of maintaining fan loyalty, we approached the brand refresh with careful consideration. While modernising the club crest, we retained key elements to honour its heritage, offering a seamless evolution for a forward-thinking club. The choice of a contemporary font with subtle nods to traditional typography strikes the perfect balance between past and present, capturing the essence of Dundee United Football Club's timeless legacy in a modern context. Through this strategic approach, we ensured that the brand refresh resonated with both existing supporters and new audiences alike, reinforcing the club's position as a stalwart in Scottish football.
Motion Graphics by Zoë Arlidge-Lyon
Completed at Creative Graffix
