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Cambridge United FC: Behind the scenes
Cambridge United Football Club
Debuting in the 2025/26 season, Cambridge United's brand identity is modern, bold, and built for the future. The crest design takes inspiration from past club identities, and was chosen by the fans after months of consultation. The crest is part of a wider responsive identity system, designed to work across all media, and club functions.
Evolving the club's identity
Cambridge United FC: Behind the scenes
The process behind the scenes is intense, exciting and also in a mode of testing and developing. I am constantly testing out different designs, tweaking and changing designs, evolving designs to ensure the best function across the varied places in which the fans will interacted with the brand. In my studio, I live with the designs pasted on the walls for many months.
Cambridge United Football Club
Evolving the club's identity
The concept behind the design was to continue the evolution of the Cambridge United crest. Since 1978 the football club's identity has had a circular shape, with a bridge at the peak of the identity. This new design continues that look.
Design construction
Cambridge United Football Club
Debuting in the 2025/26 season, Cambridge United's brand identity is modern, bold, and built for the future. The crest design takes inspiration from past club identities, and was chosen by the fans after months of consultation. The crest is part of a wider responsive identity system, designed to work across all media, and club functions.
A modular identity system
Design construction
Debuting in the 2025/26 season, Cambridge United's brand identity is modern, bold, and built for the future. The crest design takes inspiration from past club identities, and was chosen by the fans after months of consultation. The crest is part of a wider responsive identity system, designed to work across all media, and club functions.
Cambridge United wordmark
A modular identity system
The identity was design to position the football club as modern, progressive and cutting edge, a club that looks to the future without fear. The crest is part of an modular identity system that includes custom typography, wordmarks and a series of sub-identities, all these assets work together interchangeably and will set Cambridge United up for long term success.
A scalable, consistent and progressive identity system
Cambridge United wordmark
The identity was design to position the football club as modern, progressive and cutting edge, a club that looks to the future without fear. The crest is part of an modular identity system that includes custom typography, wordmarks and a series of sub-identities, all these assets work together interchangeably and will set Cambridge United up for long term success.
A scalable, consistent and progressive identity system
A scalable, consistent and progressive identity system
With modern football clubs having multiple functions within the club, the Cambridge United identity was designed to be able to represent each department in a modern, scalable and consistent way. This modern approach will help the football club scale yet remain consistent.
Adaptable to different languages
A scalable, consistent and progressive identity system
With modern football clubs having multiple functions within the club, the Cambridge United identity was designed to be able to represent each department in a modern, scalable and consistent way. This modern approach will help the football club scale yet remain consistent.
Driving fan engagement
Adaptable to different languages
With Cambridge being a big international city, with thousands of international students moving to Cambridge each year, we also wanted to make the football club as accessible to international audiences. Additionally the identity system was designed with disabled communities in mind also, with brail versions of the clubs crest also available. This modern approach will help the football club scale yet remain consistent.
Driving fan engagement
Driving fan engagement
Cambridge United wants to scale in all areas and operations of their football club, and drive fan engagement not just on Saturday's when the team are playing, but also thought the week in between games. - The club's in-house TV channel CUFC TV will be a key driver of fan engagement, and keep Cambridge United at the forefront of conversations. The CUFCTV identity follow the scaleable design system and adds to the football club's visual language.
A series of key graphics
Driving fan engagement
Cambridge United wants to scale in all areas and operations of their football club, and drive fan engagement not just on Saturday's when the team are playing, but also thought the week in between games. - The club's in-house TV channel CUFC TV host a number of different weekly programs. These weekly programs can be branded in using the club's visual language.
Typography inspired by the clubs humble beginnings
A series of key graphics
As part if the project we also designed a series of key graphics that would represent the club in various different ways, and allow the fans to represent the different areas of the club. These key graphics range from heritage identities, motto identities and mascot identities, and help capture all that is unique about the football club.
Typography inspired by Cambridge's prestigious education system
Typography inspired by the clubs humble beginnings
Alongside the football clubs identity, we also developed a custom typeface. The football club came from humble beginnings in a place called Barnwell on the outskirts of Cambridge, the club was surrounded by brickwork factories, sewage pumping stations and gasworks factories. To reflect the clubs humble beginnings we designed a custom typeface that had a nonsense and industrial feel, a typeface that would add to the consistency of the design system and be used across all club communications.
Custom typography - The Town and The Gown
Typography inspired by Cambridge's prestigious education system
As part of the football club's typography family, we also developed a custom typeface called 'The Gown'. This typeface is design to reflect Cambridge's reputation for high class education. The typeface is a serif font, designed complement other club typography and to reflect the the prestige and elegance of Cambridge's world renowned educational system.
Cambridge United FC: Behind the scenes
Custom typography - The Town and The Gown
The football club's typography has deep meaning. 'The Town' typography represents the industrial beginning of the football club, where as 'The Gown' typography is designed to reflect Cambridge's high class education system, and prestigious reputation as one of England's great cities.
Designed for digital media
Cambridge United FC: Behind the scenes
Designed for digital media
Cambridge United's identity system was designed to thrive across all digital media. We understand where the game is going and we wanted to ensure that fan engagement wouldn't just be on a Saturday afternoon as the team was playing, we created a design that facilitated engaging content between the games.
Cambridge United FC: Behind the scenes
Cambridge United FC: Behind the scenes
