• Project category: DESIGN
  • Project Industry: Sports
  • Work Done: Brand Identity | Brand Architecture | Strategy

Initially, the South United Football Club crest was a mix of red and gold – a symbol that seemed a bit over the top. As we took over, we considered a different aspect to create the logo. Borrowing colours from the parent company, we ended up with the colour orange – something that stood out as a symbol of activeness and energy. Consequently, we began to develop South United’s brand language around the elected colour palette, including black along with lines and hexagonal patterns. Many of these patterns were then incorporated in the club’s official merchandise, mainly the playing kit, but also in brochures, pens and mugs.