Getting a rebrand right for your business
- Scott Harris
- Jan 25, 2018
- 6 min read
Leeds United Football Club have recently revealed their new badge design to coincide with their 100 year celebrations - however it has not gone down too well with their supporters. In fact other football fans around the world with no connection to the club, have also expressed their shock, horror and disgust at the new crest. Worst still, designers have also stuck in the knife - and the whole affair has been a sorry one. The club have since said they will 'review' the reactions it has received - which basically means - "we have tried to be different, to take the club forward and failed miserably". So, some questions we are left asking ourselves. Re-branding is natural, right? Progressive? Is a refresh ever needed? Answers to those questions are of course yes! However what has gone wrong here?
It is fair to say that football clubs update their crests say, once in every generation. Each time a change is made, it is marred with questions and opinions from the people it impacts most - the supporters. A relationship with a football club for anyone is stronger than marriage - there is no option of divorce. You never 'associate with another club' and the bond is as strong as it could be. For example, if you support Tottenham - it is very very unlikely you will be seen down the road the next week supporting the Arsenal. Football evokes emotion and so maybe that is why there has been such a strong reaction to Leeds' latest badge reinvention. But why the negativity? Is it 'that' awful? Most clubs have a rich long history and insist on a strong correlation with the previous edition, typically maintaining its emblem in some form and of course colour. Maybe the vast negative reaction is because the new Leeds United badge has been completely reinvented.
Here we have (from left to right) the old (1984), the current (1998), with the new badge (from July 2018) for Leeds United. Whilst the shape differs for all three, there is a strong correlation with colour. White, blue and yellow are the clubs colours - so no problem there then surely? However it is the shape of the new design that evokes the negative connotations. The new crest uses a traditional flat top with rounded shield like design - which can be compared to junior football teams and simply isn't a desired 'fashion' for football clubs anymore. It is the 'original' and 'stereotypical' or 'classic' badge design. For example, some football fans likened it to one they could have created themselves on football computer game 'Pro Evolution Soccer' - a game that created mock-ups purely for licensing reasons. Not the reaction the club or agency who produced this design were looking for.
If you look at other professional football club badges in England you would see a few clubs with a shield shape. However clubs who have used this shape in the past, such as Arsenal - have had their badge redesigned during the past decade to represent a more modern era - tweaking the shape to become curved and less flat looking - the colour became vibrant and it simplified the emblem.
West Ham United who until recently had a shield with strap design, evolving from the 1980's - changed its crest to be curved on top too, becoming less flat and removing the strap from its shield design. Importantly though, it maintained the strong correlation of its previous editions - not only with colour but its emblem heritage. Leeds United have failed to do this. You could argue it is a step backwards for the club.
A subtle modification typically works for football clubs, it did for Wolverhampton Wanderers. Firstly reshaping the design from three wolves to a wolfs head - and then transforming what was a very busy and over designed out dated badge from the 1990's, to it being a much more simplistic one. Modernising the shape increased its appeal and overall longevity. It has stood the test of time now for over 15 years - with no sign of any future modification being required. Its design has become timeless - the signature of a good logo.
Swindon Town modernised their badge design completely, reintroducing its heritage. Some clubs don't even need a typeface, like Norwich City - an emblem like a canary is unique enough, combined with its striking colour scheme of yellow and green. Shrewsbury Town changed its badge shape from a shield to a circle ten years ago. The biggest problem wasn't the new shape - it was the change in the design of its emblem which caused uproar. Some argued it was just like a clipart image. The club was forced into backing down on its commission only recently as it simmered within loyal supporters for years after the redesign and they reintroduced the famous three lions.
Leeds United have created a new concept which looks very flat, with an emblem that is illustrated in the style of a clip art image. The colours lack vibrancy and it is all conformed into an outdated shield shape design. The typography on the new badge is a modern sans serif one in structure, no crime there - but the kerning (space between letters) is too strong and unbalanced. The heritage of the club is absent - and all this combined is what sinks the ship.
Arsenal and West Ham United ensured the heritage of the club was modernised and 'tweaked' rather than 'reinvented'. Correlation is strong with these designs - sadly with Leeds United's new crest, it isn't. Longevity is a desired asset for any logo design - just ask Coca Cola and Wolves. Any brand wants it to stand the test of time and if an updated version is required as tastes, fashions and decades change - a strong correlation to the previous working is always desired.
Manchester City famously rebranded in the early 2000's - when it moved away from its home of many years Maine Road. Losing it's shape and correlation (the famous ship was the only surviving element) and the fans moaned (but not to the same scale as Leeds supporters). The club moved in a new direction to a new stadium and it served its purpose. It was reinventing itself. New owners came in and now City are one of the biggest attractions in club football. Yet - why is it they have changed their badge (2016) - back to what is an updated version of their 1990's existence? Note the curved shield inside the circular design? It is because they needed their rich heritage to exist within their brand to compete with their rivals. These are points to consider with any brand - does it need to reinvent itself? If the business has heritage, how can it be displayed?
Away from football, here are my five principles of a good, strong logo design:
1. Simplicity - take concepts down to their purest form, unless you want to emphasise heritage.
2. Make it memorable - a complex design is more difficult to remember. Think about McDonald's golden arches or the 'tick' of Nike sportswear.
3. Timeless - keep away from trends, they fade and so will the logo. Coca-Cola have a timeless design, making its debut back in 1885, no one has had to tender for the job since.
4. Is it versatile? - can your logo still look good at different sizes and in one colour? The new method for testing this is - will it work as an app button on a mobile handset. Remove any small details. Designing only in black and white helps here too, if it works you can add the colour later!
5. Relevant - does it sit well within the sector. Youthful companies go curvy, more structured professional brands use straight lines. Technology companies use symbols, think Apple.
We will have to wait and see the outcome in Yorkshire at Elland Road - it will be a brave decision for Leeds United to stick with this new badge, that has very little love going for it. Maybe the answer is to implement some of it's heritage in a new design - after all, it is to commemorate 100 years since its formation.
Every business logo needs a refresh every now and again - is it still fit for purpose? Does it attract the correct client? Are you reaching out to the right audience? Typography is important too. Does your company business have a logo that divides opinion? Maybe have an online Twitter poll to scope this, if you are really brave. People are more likely to be honest online - however upsetting it might become.
Do get in touch if this is something that strikes a chord with you - I'm aways happy to talk design and offer any advice.
Until next time - Scott.
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