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This blog complements lovefootballhatefootball.com, showing the work that goes into a typical rebrand and giving the reader some insight into the mind of a designer.
Redesigning an Icon
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In the last post about my Bordeaux redesign process, I talked about how a club needs an iconic logo. But what about those clubs which already have an iconic logo? I'm talking about the Manchester Uniteds and the Real Madrids who have been massive, global clubs for decades and have fanbases numbering in the millions.
Already iconic logos need something different. You can't have a complete overhaul simply due to the impression that it has already left on people. And we know that as football fans we're resistant to change on that scale. Companies like Nike or Coca-Cola recognized the impact of their logos and only made minute changes to them over the years.
From the image below you can see how little United's logo has changed over the years. They've stuck with the same shape more or less throughout their history.
The Process
There was only one major change that I wanted to bring to the new design and that was the use of a circle to tie the logo in better. The circle was the only aspect of the logo that wasn't just a slight change.
Once that was done I added the other mandatory elements (the text and the footballs).
After that I wanted to try and extend the space to work with the imagery at the center of the logo so I made the ship a little more prominent. The devil stayed exactly the same.
But because of the new shape in the middle there was a lot of empty space around the devil. I decided to add fading lines behind the central badge to give the illusion of waves and fill up the space at the same time.
Final Logo
Already iconic logos need something different. You can't have a complete overhaul simply due to the impression that it has already left on people. And we know that as football fans we're resistant to change on that scale. Companies like Nike or Coca-Cola recognized the impact of their logos and only made minute changes to them over the years.
 | ||
| There have only been small stylistic changes in Coca-Cola's design in the last 128 years. |
From the image below you can see how little United's logo has changed over the years. They've stuck with the same shape more or less throughout their history.
I had to consider all of that when redesigning Manchester United's logo a
few months ago. I'd always strayed away from taking on such big clubs
simply because it would be difficult to do clubs of that size much
justice. But, with the entire purpose of Love Football Hate Football
being to improve my design skills, it felt like a good challenge to take
on.
The Process
There was only one major change that I wanted to bring to the new design and that was the use of a circle to tie the logo in better. The circle was the only aspect of the logo that wasn't just a slight change.
Once that was done I added the other mandatory elements (the text and the footballs).
But because of the new shape in the middle there was a lot of empty space around the devil. I decided to add fading lines behind the central badge to give the illusion of waves and fill up the space at the same time.
Final Logo
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