Everton Football Club are crowning a high-profile season with the launch of a revamped visual language created by Design Bridge, as the club moves to consolidate its brand and capitalise on the passion generated by its most successful season in recent years.
The five-figure brand language project includes all printed collateral, as well as secondary elements such as typefaces, colourways and photography.
According to Design Bridge director of corporate and service branding Jon Gold, the work grew from the club’s realisation that it had too many visual identities.
The work is also designed to inject more passion into the club’s brand and enable it to make better use of its existing visual image bank to save costs.
The consultancy has introduced a blue colour bar as a branding leitmotif across Everton’s literature. The device will enable the club to ‘brand’ images from its large stock library, Gold says.
Design Bridge has simplified Everton’s tone of voice and made it more emotive.
The club’s crest remains unchanged, despite problems reproducing its detail, because of its ‘huge equity’, says Gold.
‘Everton were concerned about Arsenal fans’ backlash against their new badge [also by Design Bridge] and didn’t want us to look at the logo,’ he says.
The group was appointed without a pitch, Gold says.
Design Bridge head of corporate studio Mike Callan led the project creatively, working with Everton head of marketing Tracey Weston.
The merchandise, which will be the final stage of the Design Bridge branding process, will be launched at the start of the new football season in August.