How to keep fans onside when rebranding a sports team
Crests and badges are key tools in a sporting brand’s arsenal. Considered sacrosanct by supporters, however, substituting these storied stamps for updated designs is an emotionally charged challenge. As part of The Drum’s Sports Marketing Deep Dive, we look at how design agencies approach such a sensitive project.
For Everton, DixonBaxi looked to produce something that was ‘elite but not elitist’ / DixonBaxi
A team’s crest is more than a brand logo. It’s a symbol of a club’s past, present and future and an anchor for fans as they follow the fortunes and failures of their team on the pitch. So when a team decides to update its crest, it’s a huge responsibility for those tasked with dreaming up a new design.