FA Cup winners sport a new look by The Brand Union

Portsmouth FC has received a contemporary rejuvenation from global brand design agency The Brand Union as the club looks to advance its positioning across new media channels with an evolved and relevant identity.

Portsmouth FC has received a contemporary rejuvenation from global brand design agency The Brand Union as the club looks to advance its positioning across new media channels with an evolved and relevant identity.

The refreshed crest, already seen on the club’s away kit, will be rolled out across the brand and becomes central feature in the club’s home kit when the new 2008/9 season strip is launched in July.

The brief was simple: To paraphrase Henry Ford, we could have any colour crest, as long as it’s blue and gold, says Lucius Peart, Portsmouth FC’s Brand & Marketing Director.

The crest’s blazing eight-point star and crescent moon were part of Portsmouth’s first royal charter, awarded to the city by the king in 1194 following his capture of Cyprus. To date, the symbols have been used to both represent the football club and the city council.

Pompey, a nickname for the well-loved football club renowned the world over, is also the historical name for the city of Portsmouth where HM Dockyard and naval barracks have been based for centuries. The new identity therefore wanted to preserve the association visually while evolving into a relevant, contemporary and eye-catching marque. “We wanted to retain the sense of being a ‘True Portsmouth’”, adds Peart.

As the triumphant football club looks to develop its own identity on the back of great strides in performance, players and facilities, it was felt an injection of contemporary design was needed. Additionally, a revitalised icon would enable the brand to communicate better with its supporters and fans across interactive media.

Dave Brown, UK Chairman of The Brand Union, comments: “Many of the team here are football fanatics, so the opportunity to work with such a prestigious and successful club was a dream come true. Portsmouth FC has an incredibly rich history, imperative to the club. While retaining the essence of this history, we’ve taken this into the 21st Century with a fresh and vibrant look that will accompany the club as it journeys its supporters to the top of the national game and indeed into Europe.”

Building on the club’s rich equity and vibrant heritage, The Brand Union moved the club away from a separate banner and crest to an integrated design that sees ‘Portsmouth FC’ featuring with the star and moon inside the badge for the first time. A bespoke typeface was developed for the club and will be rolled out across the brand in due course. In addition, the contemporary design of the crest can be readily adapted to ensure its use across interactive media channels.

The new badge was introduced to the city and fans alike via an enormous replica shirt, pulled along by a helicopter on May 6th this year. And, following Portsmouth’s triumphant win against Cardiff this weekend in the FA Cup Final, The Brand Union sprang into action back at the agency’s head quarters, rolling out banners for the club’s victory parade across the city of Portsmouth on Sunday.

Adds Peart: “Working with The Brand Union on the new Portsmouth crest has been a pleasure on all fronts. Their commitment to the project and their attention to every detail is matched by their design & creative excellence. We are delighted by the result, and the reaction of our fans, has been nothing but positive.”

In addition to the new visual identity and crest design, The Brand Union have also been tasked with the ongoing management of the brand site and will also be heavily involved with the development of fans’ brand experience as part of the new stadium development.