OUGD603 - Sports Rebranding - Evaluation

Exploring a project that focused on rebranding a sports team's identity provided me with further knowledge of identity campaigns. Starting out with research into the history and heritage of Fulham FC, the logo rebranding was made easier by the back story of the club and the reasons for its past logo identities. Research into the teams inspirations and football ground architecture, influenced the decisions of the logo design during the early stages of the project.

Having created a new logo and explored some of the existing uses of football identity, I was able to list a number of uses for the newly designed emblem. This included its uses for social media, physical printed application, mobile uses and other public promotions. Each of these avenues then allowed me to delve deeper into the possibilities and appropriations of the logo. For example, when creating the Instagram posts it was beneficial to take inspiration from other premier league team and to focus on the content patterns of their public accounts. The result of this was a set of Instagram posts that varied in their intentions but all encouraged discussion and support among the followers and fans of Fulham FC.

I felt that creating this identity for a team like Fulham FC was appropriate to their current position in the Premier League, as the current identity had existed since 2001 and lacked influence from the clubs history as well as the contemporary design trends of today's teams. It also became clearer that an identity rebranding project like this would work well for Fulham as they had recently struggled financially and were placed in the relegation zone of the league. Therefore, applying and implementing a new identity could help to give the team a boost in support as well as international appeal. As a result of this, the promotional material and advertising would help to bring more money to the team in its time of need.

One thing that I had learnt from this project was the possibilities and variety of options when it comes to a promotional campaign. As there were many different ways to promote a new identity, it was clear that the more variations I made the better the project would communicate its intentions. Overall, I feel that there are many lessons that had been learnt from a project such as this that will benefit  similar branding project in the future.