This is an identity rebrand for Watford Football Club. The idea behind this rebrand stems from the clubs long heritage and link to hornets, the club nicknamed 'the hornets' has previously used this imagery in badges and still currently in different points across their branding. This badge is a modern minimalistic take on a deep rooted history to hornets.
One key principle to branding is a bespoke typeface, something that reflects the identity and its multiple elements. The typeface I used for this project was 'zuume edge', I used this typeface as a template to create what I called 'Zuume sting' a typeface reflecting the new bold and striking identity to Watford. The typeface incorporated the stinger of the hornet following consistent rules throughout each character. The light and regular versions of the typeface could also be used across different elements of branding.
I had to consider all touchpoints both digital and physical that you see across a football club from merchandising, through to street advertisements. Creating these different touchpoints ensures a unified, engaging fan experience, with Each element reflecting the club’s values and story. Consistency across platforms builds recognition, loyalty, and emotional connection — key to evolving tradition while attracting new audiences and reinforcing pride in the brand.
To accompany my typography I also designed a set of icons that could be used across the stadium and applied digitally as-well. To create these Icons I used the slanted angle / hypotenuse side of my stinger triangular shape to link to the identity and keep a consistent style, this is also supported through the clubs colour palette of yellow and red being used.
Social media is a huge part of a football club to get out team news and important current information so I had to ensure my identity worked across a range of different social media platforms and post types, in particular Instagram and X. Stories and posts are a way the club can give key information such as team news, starting XI and kick off information. These forms of social media are something that you see consistently over all clubs and it is key to make this both eye catching but present the relevant information that the user is mainly interested in.
