The New Fearless Bold Tiger
There’s a club that has been doing things differently in football and it started to get noticed. It took a new crest design to expose their brand to a broader audience. However, not only have they been having a positive impact on the pitch but also outside the field. FC …
There’s a club that has been doing things differently in football and it started to get noticed. It took a new crest design to expose their brand to a broader audience. However, not only have they been having a positive impact on the pitch but also outside the field. FC Nordsjaelland is a professional football team playing the Danish Superliga and they recently changed their identity in a very interesting manner.
FC Nordsjaelland was founded in 2003 and represents the North Zealand town of Farum. Nicknamed The Wild Tigers, they came into existence by merging the town’s two football clubs, Farum IK and Stavnsholt BK. Before I get into the new logo let me share with you the reasons this club is getting new followers; it has to do with more than just football.
Respect the history. Define the future. pic.twitter.com/gCd9ijkx8m
— FC Nordsjælland ? (@FCNordsjaelland) June 25, 2019
The Wild Tigers have been taking the initiative of doing things differently and actually caring for bettering the world. They have released campaigns integrating social issues; An example is a recent campaign where they invited their players to wear jerseys displaying the names of a female role model that inspire them. This was done to promote gender equality and the worn jerseys were then auctioned, with the proceeds going to the FC Nordsjælland’s women’s department. The initiative of integrating social issues to the clubs values includes making a women football team, partnering with human right organizations, and being owned by the Right to Dream organization which goal is to discover football talent.
By having an insight into what the club stands for, you get a picture as to why they decided to change their identity. They want to appeal to a broader audience; Not only a football audience but also an audience that cares for social issues. To represent themselves as the Home of the Fearless People from all over the world, they hired Costa Rica based design agency, Pupila, to express this lifestyle visually. Their new logo is more of an evolution of what they already had. Pupila took into consideration the thoughts and feelings of the fans and team employees to create a logo that reflects the history and identity of Nordsjælland.
The Wild Tiger continues to be the main element of the crest and designed in an abstract way. It was illustrated in bold outlines placed inside a French old shield badge. FC Nordsjaelland acronyms were integrated inside in a complimentary way where it creates a harmonious composition. The new crest of the owner organization Right to Dream (which by the way also looks great) was placed on top of the shield. The badge color palette stayed in the same family but made brighter. This identity is very flexible and being that the team is not that old, the change suites them well. One curious thing about this logo, which I don’t know how to feel about, is that it has no restriction on the choice of color.
We have now got a new logo that gives us very great visual flexibility. The same goes for our fans. There are, for example, No restrictions on the choice of colors. It will be able to appear in different contexts and on different jerseys in different colors depending on what a partner or a fan wants. It is unique in itself, and we feel that it can make belonging to our club even more personal -Søren Kristensen.
By the way, I have to mention that their new Nike jerseys are absolutely stunning!
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?| Our new look! @nike VaporKnit II Home & Away 2019/20. How much do you love these? ? • First available for sale at Right to Dream Park for our first home game vs. @esbjergfb on July 28th. • Pre-order from July 1st with @unisport #fcnordsjælland #NewKit #fodbold #sldk #nike #unisportlife #vetements #dhl #football #drip