Rebranding a sporting giant

Problem: An unpopular badge similar to the crest of London rivals Millwall featuring a badly drawn lion wearing a darned sock. Solution: The re-imagination of the crest to reflect not only the important heritage of Chelsea FC, but also one that can represent the club for the next 100 years. The project deliverables also included the centenary crest for the 2005/06 season, extensive crest and merchandise guidelines, stadium signage and Chelsea TV branding. Outcome: A crest that is associated with the most successful period in the clubs history, proudly worn by some of the best footballers in the world. “It is an emblem that personifies not only our past but also our excitement, dedication, ambition and aspirations for the future. I think it is terrific. It is beautifully designed and we couldn’t ask for more artistically” Lord Attenborough, Chelsea Football Club Life Vice President