Kissing the badge : club crests or corporate logos?

Research output: Contribution to journalArticlepeer-review

8 Citations (Scopus)

Abstract

Football is big business, yet for most top clubs in Europe and particularly those in the English Premier League, match day income is not the core part of their business. To improve their earning power, clubs increasingly operate as brands. With much of the brand experience delivered in digital form, many clubs are updating traditional crests or rebranding entirely for this platform. With a focus on the redesign and use of club crests; the role of graphic heritage in the design of these; and the different approaches to rebranding in football, this article asks whether a brand and its associated visual identity are designed or utilized differently in football and, that if football clubs are positioned as a brand, could the club crest ever be considered a logo?
Original languageEnglish
Pages (from-to)607-621
Number of pages15
JournalSoccer and Society
Volume24
Issue number5
DOIs
Publication statusPublished - 2023

Open Access - Access Right Statement

© 2022 The Author(s). This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http:// creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way

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