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From initial sketch to produced badge

Hitchin Town Football Club

Hitchin Town Football Club has been nicknamed 'The Canaries' since 1928. A canary bird first appeared on Hitchin Town F.C. shirts in 1949. The club is steeped in history. I closely collaborated with the football club to build a fresh new brand identity that respected the club's long history while bringing their nickname - 'The Canaries' to life.

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Testing the functionality and performance of the badge

From initial sketch to produced badge

This is the sketch that became the final design. We loved how we could position the club’s name (Hitchin Town F.C.) alongside the club’s nickname (the canaries) within the traditional and historically used shield shape - we also really like the subtly of the canary looking back to the club’s proud past. We immediately saw a huge amount of potential in this sketch.

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The in-depth design process

Testing the functionality and performance of the badge

Beyond designing the identity, I also pay a lot of attention to testing the identity to see how it looks, feels, and functions when produced in various materials. Below, I am checking the embroidered version of the design.

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The in-depth design process

The in-depth design process

Behind the scene in the studio: My design process is detailed and dedicated. I take the design process seriously as the final design will mean so much to so many. I am in a constant mode of perfecting the designs to ensure the best possible results. I leave no stone unturned as I strive to build the best brand possible.

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Typography with style and meaning

The in-depth design process

Behind the scene in the studio: My design process is detailed and dedicated. I take the design process seriously as the final design will mean so much to so many. I am in a constant mode of perfecting the designs to ensure the best possible results. I leave no stone unturned as I strive to build the best brand possible.

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Hitchin Town Football Club brand consistency

Typography with style and meaning

The club’s typeface is distinct and classy. Each letter has a mesmerising beauty: flowing curves mixed with sharp triangular edges (reminiscent of a canary’s beak). This club typeface will help Hitchin Town F.C. stand out and have a distinct personality in their communications.

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Green and yellow - like the club's kits

Hitchin Town Football Club brand consistency

Hitchin Town F.C.’s brand was built to be unique to Hitchin and the club’s history. Each element of the brand, from colour to typography, was designed to complement each other and to create a highly consistent and striking brand look and feel.

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Green and yellow - like the club's kits

Green and yellow - like the club's kits

Hitchin Town has always played in green and yellow; now, for the first time in its history, they have a badge that is also green and yellow—making for a consistent, focused, and memorable brand identity.

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Launching the new identity with history in mind

Green and yellow - like the club's kits

Hitchin Town has always played in green and yellow; now, for the first time in its history, they have a badge that is also green and yellow—making for a consistent, focused, and memorable brand identity.

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From initial sketch to produced badge

Launching the new identity with history in mind

To capture the hearts of the fans and pay homage to club history, I wrote, produced, and edited a short film that showed the club’s proud history - from 1856 until the day the new crest was launched. This launch film showed the football club’s progress and set the tone for introducing the new identity.