overview
At a pivotal time for Salford City F.C., and following a fan decision to wear orange, we partnered with the club to design a new crest ready for its next chapter. Backed by new investment and leadership from David Beckham, Gary Neville, and a global member network, the identity debuts in the 2026–27 season.
Say: Campaigns & Media
Art Direction & Copy
Photo, Video & Motion
Creative Strategy
Be: Branding & Consulting
Research & Insights
Visual & Verbal Identity
Do: Products & Experiences
Packaging & Product Design
Challenge
Salford City F.C. proposed a new crest to reflect its ambitions to be the best small club in the world. The brief was to evolve, not erase, the heritage that defines the club. With fan consultation, cultural research, and design moving in parallel, the stakes were high. How do you update a badge beloved by a core fan base at such a pivotal moment?
Solution
Working with fans, community, and club leadership, we built an identity system that honors Salford’s industrial roots while looking forward.
The new crest brings together two core symbols: the Lion for strength on the pitch, and the Rose for community and pride off it. A circular form, inspired by the city’s historic gasworks, anchors the mark in Salford’s architecture and unity. Typography drew from local street signs and industrial lettering to give the wordmark an unmistakable Salford character. Every element, from color to crest to type, was designed for flexibility across kits, merchandise, digital platforms, and global campaigns.
outcome
New club crest adopted for the 26-27 season
Fan approval in a verified public vote
Future-ready identity system built to scale