Freight logo for football museum

The Scottish Football Museum unveiled its brand identity, created by Freight Design, last week – its first formal marque since the museum opened in April 2001.

The museum, which is based at Hampden Park and houses the biggest publicly held collection of football memorabilia in Europe, had used an interim identity created for it by Kelso Design.

‘For commercial reasons the museum had to open very rapidly and a short-term branding solution was created. However, the museum recognised that it had to spend time looking at a much longer term communications strategy,’ says Freight Design director Adrian Searle.

The consultancy, which commanded a fee of ‘a bit less than £25 000’ for the work, was briefed to create an identity that upheld the museum’s core proposition: ‘the opportunity to relive the pride and passion of Scottish football’.

‘We created an identity that communicates the core values of Scottish football, its working class roots and no-nonsense approach, and the pride and passion that every Scottish fan has,’ says Searle.

Freight has designed stationery, promotional material and literature and has begun work on a website and signage, which will be completed in early March.

The consultancy, which was appointed in September, won the work following a credentials presentation. No other consultancy pitched for the work.