Back Got
Questions?
Want to
Start A
Project?
No project too big or too small. I work with football
clubs from around the world, who are passionate about
progressing their club, both on, and off the pitch.
¿Hablas Español? Yo también - Contactarme
-
Call / Message / Whatsapp
+ 1 415 579 7050
-
Email
chris@footballbranddesigner.com
Peterborough United Football Club
Peterborough United Football Club
Debuting in the 2026/27 season, Peterborough United's new brand identity is modern, bold, and built for the future. The crest evolves the winged lion (seen on the previous identity). The winged lion is holding the keys of Peterborough aloft. This new identity is part of a wider identity system, designed to adapt and scale across all media, and club functions.
Hosting fan focus groups
Peterborough United Football Club
Debuting in the 2026/27 season, Peterborough United's new brand identity is modern, bold, and built for the future. The crest evolves the winged lion (seen on the previous identity). The winged lion is holding the keys of Peterborough aloft. This new identity is part of a wider identity system, designed to adapt and scale work across all media, and club functions.
A scalable, modular design system
Hosting fan focus groups
A key part of this project was to hold in-person Fan Forums and Fan Focus Groups. In the Fan Forum's we would talk to as many Posh fans as possible and learn as much as we could from them. We hosted multiple fan focus groups and shared the new designs with various groups of all ages and different backgrounds, we told the fans the story behind the badge, and how it would benefit the football club in the long run. Almost 100% of supporters who attended the focus groups approved the club's new identity.
A scalable, modular design system
A scalable, modular design system
The new identity is modular in it's design. It is designed to work across all canvases and all media, no matter what size or shape. The identity is flexible and future proof, and created to be part of a system that scales with the football club. The identity systems will allow the football club to brand sub-functions of the club - such as the clubs in-house TV shows, Podcasts, and future radio stations and studios.
Custom designed - Posh Typography
A scalable, modular design system
The new identity is modular in it's design. It is designed to work across all canvases and all media, no matter what size or shape. The identity is flexible and future proof, and created to be part of a system that scales with the football club. The identity systems will allow the football club to brand sub-functions of the club - such as the clubs in-house TV shows, Podcasts, and future radio stations and studios.
Peterborough United Football Club
Custom designed - Posh Typography
In addition to designing the identity, we also created a custom typeface for the football club. This unique typeface will be used across all club functions, marketing, media and communication. The typography is inspired by the football clubs nickname - The Posh. Each letter is designed to feel elegant and sophisticated - just like the football club's nickname suggests.
Peterborough United Football Club
Peterborough United Football Club
Peterborough United Football Club
Peterborough United Football Club
Peterborough United Football Club
Peterborough United Football Club
Debuting in the 2026/27 season, Peterborough United's new brand identity is modern, bold, and built for the future. The crest evolves the winged lion (seen on the previous identity). The winged lion is holding the keys of Peterborough aloft. This new identity is part of a wider identity system, designed to adapt and scale work across all media, and club functions.
Overview
Debuting in the 2026/27 season, Peterborough United's new brand identity is modern, bold, and built for the future. The crest evolves the winged lion (seen on the previous identity). The winged lion is holding the keys of Peterborough aloft. This new identity is part of a wider identity system, designed to adapt and scale across all media, and club functions.
Team
Peterborough United Football Club
League
EFL League One
Project Length
8 months
Services Provided
– Primary identity design
– Secondary identity design
– Series of sub-identities (8)
– Responsive design system
– Wordmark identities design
– Custom-designed typography
– Brand guidelines
– Launch film
– Launch explainer films
Quote from the owners
"I love this. It will help us bring in more deals, more commercial deals. It will help us sell more merchandise. I will just improve a lot of things around the football club."
Darragh MacAnthony - Owner Peterborough United
Quote from the fans
"There’s something about the way this badge tells a story. It’s not about throwing every past design element into a blender. It’s about meaning. Focus. Purpose. The winged lion, the two keys, the heart, every detail has depth —it’s all there.".
- Ashley - Life-long Posh fan
