The Brief
Wishaw United AFC, a newly formed Sunday League club based in Wishaw, was the subject of a self-initiated branding project aimed at establishing the team’s first visual identity. The work introduced a bespoke crest with scalable variations, supported by social media branding, kit concepts, and printed promotional materials. The result is a cohesive, modern brand system that provides the club with a strong, credible, and recognisable presence from the outset.
PROJECT GOALS
Establish the club’s first visual identity with a modern, memorable crest and scalable logo system.
Explore creative kit concepts that reflect the club’s personality and strengthen its visual character.
Create a cohesive brand presence across digital platforms, printed materials, and on-pitch applications.
Develop flexible assets that ensure consistent communication at any size or medium.
CREST INSPIRATION
The Old Parish Church Bell Tower, Wishaw
The Old Parish Church in Wishaw stands as the town's oldest building and most prominent landmark. Central to the town’s community life until its declining attendance led to it’s closure in 2024, the building still stands as a category B listed building for its historical regional importance.
The bell tower’s clock face, visible to thousands of locals each year, provides a strong, simple and recognisable base for the crest design.
Lion Rampant Flag
The lion’s head at the centre of the club crest derives from the Lion Rampant flag and symbolises the club’s strong Scottish roots.
LOGO BREAKDOWN
The Old Parish Church clock face to incorporate the town of Wishaw
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Lions mane to tie logo components together
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Lion’s face hinting at the club’s Scottish roots and combative style of play
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Completed club crest
The Kits
Visual applications of the club’s badge across the home and away jerseys. The home jersey features a topographic print of part of the local area and the away jersey features a safari-like print to correlate with the lion in the crest.