Newsabout 1 year ago

Recrafting an icon.

We are delighted to reveal the new crest that has been developed for Norwich City Football Club, the first milestone in our ongoing partnership. 

The current crest was created 50 years ago — 12 years before the birth of the internet — which has led to a number of technical and digital challenges. It also became apparent that there were inconsistencies with multiple versions of the crest in circulation, from concourses to club stationery to merchandise.

Albeit technically challenged, the crest is a proud symbol of the club’s history, therefore it was essential that any development would have to elevate and enhance the past, rather than leaving it behind.

What followed was an extensive consultation process — including 5000 supporters, club directors, club legends, fan groups, staff, first team and academy players — to ensure the result was the correct balance of past and future.

Commercial director Sam Jeffery said: “this is a momentous moment in the history of Norwich City Football Club and a real statement of intent for the future. For the first time in 50 years the Club will adopt a newly evolved crest, fit for digital purpose, iconic and most importantly accessible for all.

“It’s a project two years in the making and one that has been treated with the utmost sensitivity and care by those lucky enough to have been involved within the club’s working group. Having garnered feedback from numerous stakeholders, both internally and externally, it was always going to be ‘evolution’ not ‘revolution’ and we’re extremely proud of the outcome.”

It wasn’t a case of going in and making a fundamental change, it was about taking all of the best bits and making them even better for a digital age.

Rich RhodesExecutive Creative Director

We’ve been delighted to work with Norwich City, the board, internal teams, youth and women’s teams as well as supporters. The development of the crest and associated brand properties not only addresses technical issues faced by the internal teams at Norwich City but also shows further investment in the future of the great club.

Gary HoltFounder

While the crest is the heart of the project, a full BrandWorld including bespoke typography and brand property will be revealed in June 2022.

The developed crest now reflects the aspiration and ambition of the club, a symbol of progression.

A big thanks to Tobias Hall and Rob Clarke in the development of the crest.