Kissing the badge

Club crests or corporate logos

Bibliographic Data

ID12675464
AuthorsA Barnes (0000-0002-9811-2339, Lecturer in Graphic Design, School of Design and Creative Arts, Loughborough University, Loughborough, UK, corresponding author)
Year2022
Volume24
Issue5
Pages607-621
Publication date2022-05-18
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueSoccer and Society (JOURNAL)
Journal identifiersISSN: 1466-0970 • E-ISSN: 1743-9590
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.1080/14660970.2022.2072833
OpenAlexW4280635519
LanguageEN
Citations received5
References cited22

Football is big business, yet for most top clubs in Europe and particularly those in the English Premier League, match day income is not the core part of their business. To improve their earning power, clubs increasingly operate as brands. With much of the brand experience delivered in digital form, many clubs are updating traditional crests or rebranding entirely for this platform. With a focus on the redesign and use of club crests; the role of graphic heritage in the design of these; and the different approaches to rebranding in football, this article asks whether a brand and its associated visual identity are designed or utilized differently in football and, that if football clubs are positioned as a brand, could the club crest ever be considered a logo

Advertising · Brand management · Business · Club · Corporate branding · Corporate identity · Football · League · Logo (programming language · Logos Bible Software · Political science · Rebranding · Computer Science · Media, Gender, and Advertising · Sport and Mega-Event Impacts · Sports, Gender, and Society · Marketing

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