The rebirth of a football club
Relaunching the non-league football club Salford City, the club bought by Gary Neville, Ryan Giggs, Paul Scholes, Nicky Butt and Phil Neville.
Our brief was to transform this eighth division, semi professional club into a professional brand they and the people of Salford could be proud of. It was clear the heritage of the club was to be acknowledged in the new design, as was the city itself but most importantly the brand needed be infused with the new ethos of no nonsense, honest, hardworking football.
The existing club crest containing the Salford lion was used as a starting point for brand. We kept the lion as it embodied the values of the new club but we turned it to face forward, making it look confidently into the future.
We also took special attention in creating the purest, simplest representation of the logo, that could be reproduced easily and recognised unmistakably. The mane was made in the shape of a 6 sided shield that was taken from the profile of a container ship commonly found a few miles away in the Salford dock, the 6 sides was in subtle reference to the 6 members of the Class of ’92.
The typeface, an element so core to the brand was also taken from the docks. SAA is the regulation font found on all shipping containers world wide and would have been commonplace when the docks fully operational. In design it also perfectly embodied the clubs values, with clear, hardworking letterforms.
Tickets, merchandise, and even stadium design were included in the project.
I was the principle creative on the job, creating the brand, guidelines, kit as well as consulting on stadium design supporting the roll out.