york city fc

Branding - Conceptual - Final Major Project

client

York City Football Club

Northumbria University

brief

Formed in 1922, York City FC have a long history within English football. In 2021 they moved to a new purpose-built stadium after leaving their previous home of 89 years, Bootham Cresent.

The new ground presented an opportunity for a refresh and rebrand of the club identity. The aim was to give the existing badge and identity of the club a new look to match the new stadium and ambitions of the clubs board and its fans. This had to be done whilst respecting the history and traditions surrounding the past club badge whilst standing out in the saturated market of English football.

outcome

A new brand was created with the aim to forge a new era and regain the connection between club and fans. The Lion, the only consistent aspect of City’s branding across all its past badges, was placed centre stage and highlighted. The new forward-facing, proud lion perfectly symbolises the club's new ambition and drive.