Striking new identity for Scottish club

Scottish football club Heart of Midlothian is introducing a new identity, designed by Edinburgh consultancy EH6, in the wake of the club’s recent Stock Exchange flotation.

Central to the identity is the retention of elements from the club’s current badge. These include the St Andrew’s Cross, the 1874 founding date and the cobbles from Edinburgh’s Royal Mile.

Two elements from the original crest in the entrance to the club’s stadium are also incorporated – the club’s name appearing in a circle around the heart, and the football at the identity’s centre.

The new identity will be used on all corporate literature.

EH6 sister company NE6, based in Newcastle, has designed a membership brochure for Newcastle United’s business club. The brochure ties in the club’s black and white striped strip with the pinstripes of business suits.