Self-led project: Leeds United FC
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This project started as a reaction to the Leeds United's recent redesign of their club crest. From what I've read online, the reason for their revamp came from the club's desire to see themselves entering a new era / a fresh new start from their rather turbulent history. Once unveiled to the public and the fans the reaction was so overwhelmingly negative that they've had to pull it and "have another go" at it. From a view from the outside it looks like a classic, too many chefs trying to please too many people based on some poorly executed marketing. The message and narrative clash as a consequence.
In my design I wanted to avoid the aggressive minimalism and vector treatment we've started to see across sports teams around the world. A trend we seem to have inherited from the ever-growing exposure of super sexy American sports like the NFL and NBA. After doing a bit of research through fantastic sites like the Football Crest Index and Historical Football Kits I had to question why the owl was never considered in their new design. From visiting Leeds, I remember the city's affinity towards the iconography of the golden owl; it even features in the city's coat of arms! If the club was looking to bulk up the sense of civic pride why not start there?
My final design is a celebration of the people of the historic city as well as an acknowledgement to the club's past; the 3 stars from their city coat of arms also acts as a not-so-subtle nod back to their glory days.
