Once the 3 designs had been critiqued by others, I found that the most appealing logo was the same as the one I had chosen. This meant that the application process could then begin using the same design. For this I would be applying the logo to different promotional material and online branding, in an attempt to replicate the club's professional existing identity. This would include the design for the tickets, football kits, seating within the stadium, uniforms and online material etc.
I began the application process by first adding the logo to a mock up football jersey material. This would give the identity a clear visual example of how it might look on both the home and away shirts, as well as the black shorts. Applying the design in this way also made me think about the visual approach of the promotion and how it could later be used in advertising.
By applying the design to different aspects of the club's existing identity, it was possible to see how well the logo worked. This also made me think about how the audience would see the logo, depending on where it could be found. For example, this mockup was made as a way to introduce the logo to the players as they arrive on the pitch, which would as a result lift the spirit of the team.
Following on from the last mock up, I thought about how the identity could be incorporated into the location of the club. My first idea was to show the logo across the roof of Craven Cottage or the roof of the stands. However, this would have drawn attention away from the iconic history of the club and the ground architecture. Therefore, I instead decided to create a mock up of the seating arrangements within the stands, applying the logo to the backrests of each seat.
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