New Visual Identity for Wolverhampton Wanderers

New Corporate Visual Identity for Wolves

Design studio SomeOne has created a new visual identity for Wolverhampton Wanderers, with the aim of helping the club achieve a “More global audience”.

redesign for wolves - england - New visual identity for Wolverhampton Wanderers

The design studio SomeOne has developed a new brand identity for the Wolves football club.

The new brand Wolves

was created to reflect the new era of the club under the leadership of the Fosun Group, according to the study, a Chinese organization that took over the club in 2016.

SomeOne’s report also covered Wolverhampton Wanderers FC’s past as a founding member and champion of the English Football League, which began in 1888, while giving the club “a distinctive new personality, narrative and [identidad de marca]” for the future.

New visual identity for Wolverhampton Wanderers
New visual identity for Wolverhampton Wanderers

“Wolves’ existing brand identity is pretty strong,” says Richard Rhodes, SomeOne’s chief creative officer. “The logo is seen as one of the best designs in football, so I was building it from that.”

While Wolves has historically been a fairly “local” club with a “really passionate” fan base in Wolverhampton, Rhodes says Fosun was keen to “build more of a global audience.”

The soccer club has recently been promoted to the Premier League after winning the EFL Championship with a record number of points last season.

Following the team’s recent successes, Rhodes says that people who may have never seen the Wolves play in the past may now have an awareness of them, including those from other countries.

The 3D wolf head

New visual identity for Wolverhampton Wanderers

The aim was to “extend the brand” to attract a wider fan base, while keeping it “rooted in the history” of Wolverhampton.

The new designs include a three-dimensional (3D) tonal head image, which was inspired by Wolverhampton’s iron and hardware heritage.

“Born of history but changed for a new modern audience”says Rhodes.

The 3D wolf head, which will appear digitally in a variety of different crops on branded materials, is designed to look like it has been “faked.”

There are also plans for a physical 3D wolf head to be made in the future.

New sans-serif typefaces for Wolves

New visual identity for Wolverhampton Wanderers

Two new sans-serif typefaces, Wolves Display Cut and Wolves Display, have been created, both in a bold condensed style, which “give a nod to the city’s industrial heritage.” One has been taken further by adding the triangular shapes of wolf eyes to the letters.

Ian Dawson, Designer at SomeOne, says: “By using the geometric shapes of the eyes, we started to remove cuts and angles from the letter shapes.

“Going forward, this allows the club to speak in a distinctive and customizable voice, without relying too heavily on the insignia.

The color palette follows that of the team’s colors: black and a yellow color known as “old gold,” which recently changed to a more orange hue.

New visual identity for Wolverhampton Wanderers

The words “wolf pack” have also become more prominent throughout the brand identity.

Rhodes says: “We thought the wolf pack was good as they took care of each other. The sum is greater than the parts, so working together is better than working alone. ”

The club’s previous branding was “strong” and “simple,” according to Rhodes, but “it didn’t really reflect the club’s ambitions.”

SomeOne consulted with a number of brand stakeholders, including a group of fans unofficially known as the “fan parliament.”

“Many clubs have new ownership and it can appear that the club has been removed from the fans,” says Rhodes, adding that they were willing to ensure that this did not happen and that the fans remained an integral part of the club and the brand strategy. .

The new brand identity, Images

The new brand identity is currently featured on the football grounds and in marketing and communications, but will be extended further, including the club’s changing rooms and tunnel.


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