Luton Town F.C. Rebranding

Attributes

Passionate

Friendly

Authentic

Competitive

Loyalty

Colors

Fans

#002F61

Why Rebrand?

Luton Town Football Club has recently achieved a historic promotion to England’s top division after a 31-year absence since 1992 when they were relegated from the Football League First Division. Because of this huge moment in the club’s history and its remarkable journey to reach England’s top division, it’s the perfect time for a rebranding effort. Their current logo, steeped in tradition, is outdated. A more modern redesign of the brand identity is needed while preserving the core elements of the original brand.

Design Strategy

The design strategy would be to rebrand the existing logo, it will include research to understand current trends in soccer club logos and what fans expect. Clarify the core values, mission and vision of Luton Town FC, what does the club represent, and what message should the new logo deliver. At the same time make the logo look modern and preserve essential elements from the old logo that hold historical or sentimental value to fans. Simplify the logo to make it more versatile and adaptable for different applications like social media and merchandise. Incorporate symbolic elements or hidden meaning in the logo that tell a story about the club, its history, and its ambitions. The plan is to update the typeface to a more contemporary style while retaining the iconic hat emblem from the original logo. This hat holds significant historical value and symbolizes Luton Town not just as a football team but as a representation of the town and its community. The primary colors of orange and blue will continue to feature prominently in the design.