Scottish football club Dundee United has unveiled a new brand image, with a redesigned club crest at the heart, which gives the club a more modern, clear and consistent visual image.
The club commissioned Dundee-based branding agency Creative Graffix to analyse and develop the new guidelines. After repeated consultations and studies with various stakeholders, fans and club officials, the body developed a vision that fully embodies the core values of the club and gives a new professional appearance that will inspire a sense of trust and confidence throughout the brand.
The most important change fans will notice immediately comes from the redesign of the club's badge. The previous version of the club crest has been in use since 1993, and although it has performed well for nearly 30 years, its design flaws have gradually become apparent and it has started to lag behind the current aesthetic. Over the years, the consistency of badges in the application layer has also been exposed, which has caused a lot of trouble to the brand's communication and confidence.
