Arsenal’s youth offer given 1977 makeover

Consultancy 1977 Design has rebranded and designed new logos for Arsenal Football Club’s youth membership offer, the Junior Gunners. The branding will launch at the start of the football season in August.

The consultancy was appointed in April on the strength of its work rebranding the adult membership offer last year. It has worked with the club for four years.

Junior Gunners provides fans aged up to 16 with ticket offers and Arsenal-themed merchandise. Richard Stevens, designer at 1977, says, ‘Arsenal wanted the Junior Gunners’ message to be communicated more clearly across a diverse age group.’

He adds, ‘The club felt that the existing brand didn’t have an age-specific focus. It wants specific tones to engage different ages at their own level.’

The consultancy created three sub-brands based around age groups: Welcome To Our World (up to three years old); Team JGs (four- to 11-year-olds) and Young Guns (12- to 16-year-olds). It opted to keep the Gunnersaurus club mascot, which Stevens says appeals to all groups.

As well as a new umbrella logo, the sub-brand marques each feature a different Gunnersaurus incarnation in the Arsenal crest.

The consultancy has also created a membership pack for each age group, including, for the Young Guns, a yearbook, passport holder, beanie hat and wash bag.

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  • Dan November 30, -0001 at 12:00 am

    Seriously? Can you make that keyline any thicker?

    They want to communicate more clearly then, do they? Why create something so hard to read?!

    And using the badge as the ‘o’ in Junior… come on, this is BTEC student stuff. As one of the team who created the new Arsenal badge, it’s embarrassing. This is sloppy work, seemingly done in an afternoon.

  • Liz Gatt November 30, -0001 at 12:00 am

    I am finding it very hard to see what is so unique and clear about this identity. I think the keyline is too thick and clunky and the leading between the words Junior and Gunners is too tight. The thick gold outline on Gunners makes it hard to read and my eyesight is perfect. I think the whole spacing needs more consideration and the keylines reduced a touch.
    Graphic Designer, London

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