Northcross Design has created the identity for York City, the new company that will link York City Football Club with a British Touring Car racing team and other commercial ventures.
York City chairman John Batchelor is working on plans to overhaul the football club’s fortunes by positioning the brand as a viable commercial operation that does not rely solely on the income of gate receipts and club merchandising to survive.
The consultancy has been employed on a two-year contract worth a six-figure sum that is ‘under £500 000’, says managing director of Northcross Design’s York office Nick Townend.
The consultancy has created three brand identities – the core umbrella identity, and one each for the football club and the racing team. Work, which also includes stadium signage, interiors for permanent and temporary retail outlets, a high street sports bar and car livery, will launch from June.
The football club will also wear a new strip from the 2003-2004 season, designed by Northcross. The strip will retain the red and blue of York City’s existing colours and also introduce ‘an element of the chequered flag’ to it.
‘Creating a new brand identity for any business, organisation or product is not about designing a superficial visual effect. It should represent the ‘soul’ of the brand, its heritage, personality, values and business strategy,’ says Townend.
The consultancy was awarded the work without a pitch via local business contacts.