©
Hampus Malmberg

Newcastle United
Becoming One

A new look for a club in change. As the possibility of a takeover in ownership of Newcastle United FC the idea of a brand refresh was born.

Challenge: 
Manage the clubs rich history into a brand that can live outside of football.

Strategy:
My solution was to position the club as more rebellious and street-like to appeal to a new generation of supporters as well as celebrating the history of the club and town.

The design concept 'Becoming One' is rooted in the passion and unity of the fans. It aims to visualize the power of merging to something bigger. To unite new and old supporters, emphasize the importance of community and belonging and the strive to always be better on and off the field.

Result: 
An 'in your face-identity' that just like the fans, doesn't hold back. Utilizing the power of contrast, simple typography and the powerful logo to create interesting and dynamic visuals. An identity that feels edgy, rebellious and is something completely different in the world of football.

Logo - THE MAGPIE

Bringing back the magpie that has been an important symbol for the club through its history. An aggressive and attacking magpie represents the club's fearless attitude and attacking football.

Logo - ANIMATION

WORDMARK

CUSTOM TYPEFACE

A simple sans serif typeface based on the construction technique of bridge arches. Utilizing smaller straight lines to create the illusion of smooth roundness in smaller type sizes. Linking to the concept of 'Becoming One'.

TYPE SPECIMEN

TYPE SPECIMEN

Match programme

SOCIAL MEDIA

WILD POSTINGS

Home Jersey

Home jersey - Details

HOME - AWAY - THIRD

NUFC x Newcastle brown ale

MERCH - T-shirts

MERCH - MISC