Thursday, 21 August 2014
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Wolverhampton Wanderers rolls out new branding

Football club Wolverhampton Wanderers is rolling out its new branding, developed by Salford-based consultancy Raw.

Wolves brand guidelines

Wolves brand guidelines

New supergraphics and signage based on the Wolves identity have been installed around the team’s Molineux Stadium, while quotes from fans and facts about the club have also been used.

Supergraphics at the stadium

Supergraphics at the stadium

The stadium features a new retail superstore and museum in the recently opened Stan Cullis Stand, which was designed by AFL Architects.

Supergraphics at the stadium

Supergraphics at the stadium

Raw has also created a series of brand guidelines for Wolves, including a set of signage icons using club colours, and pictograms of characters wearing the full Wolves kit.

Brand guidelines book

Brand guidelines book

Tom Heaton, senior designer at Raw, says, ‘During the course of the project we’ve spoken to everyone from the tea lady to the chairman.

Brand guidelines book

Brand guidelines book

‘The core message came from listening to the fans and the people involved in the club to identify what Wolves really means to them, and hopefully this groundwork shines through in the end pieces.’

Signage

Signage

Raw was appointed in June 2011 to look at all aspects of the Wolves brand, including all sub-brands and signage.

A fan quote on supergraphics

A fan quote on supergraphics

The club was then in the Premiership, but since the initial appointment has been relegated to the Championship.

Supergraphics at the stadium

Supergraphics at the stadium

Raw says it was appointed to the work after making a presentation to representatives from all Premiership clubs on the importance of environmental graphics in stadium design, before meeting Wolves in April 2011 to discuss a brand strategy and application overhaul.

Supergraphics at the stadium

Supergraphics at the stadium

The consultancy says the final supergraphics were installed for Wolves’ most-recent home game, which was held at the end of October.

The Wolves club logo

The Wolves club logo

Readers' comments (2)

  • nice work from a good nothern agency..

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  • Strong, angular branding that's certainly nodding its cap to the future. Very important to connect the emotional ties of the club with the supporters and community which is nicely done with the quotes (I would have used the fans name though to connect more). Good to see football clubs investing in branding communication with its fans and employees and not just statues and montages of days gone by.

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