Dundee Family Business creates new DUFC brand  

dundee united brand redesign

Monday 20th June

The design team behind the new brand image for Dundee United FC has spoken of its pride at the outcome of one of its most delicate projects ever undertaken. 

Creative Graffix, a family-run Dundee business, took on the challenge of creating the latest evolution of the football club’s logo, crest and colours as part of a project to bring clarity and consistency to the visual presentation of DUFC

Director Richard Smyth said: “A football club’s logo, crest and colours appear everywhere, not just on the strip. The crest really is at the heart of the club but as a long-established brand, the image was starting to show its age and inconsistencies had crept in.  

“We set out to create a fresh new visual representation of a proud club which can be used everywhere from the stadium signage to the team bus. Fans and players embed it in their daily lives whether that’s on phone screens, tattoos, baby grows, mugs or season tickets. There are even firepits and chimineas with branding! 

“With so many outlets for the visual representation of the club it is hugely important these days for it to be clear, consistent and modern. 

“It has been a huge project to develop all the variations from the women’s team, academy and community trust to the junior tangerines, supporters’ groups and development association.” 

Dundee United appointed Creative Graffix to mastermind the refresh with a remit to ensure the new look would match the club’s core values and encourage confidence and trust, whilst promoting brand awareness. 

Designer Cat Loots said: “A brand refresh for a football club is a particularly delicate operation to undergo – the importance of keeping loyal fans on board is paramount. 

“We took a streamlined approach to the redesign of the club crest – maintaining many aspects of the previous crest, to offer a natural evolution, suitable for a contemporary, forward-thinking club.” 

The new design uses a contemporary font that has a sans serif base and the lion rampant has been redrawn to give it clearer definition. The quadrant colours on the crest have been rotated to ensure the lion stands out more. 

After a successful season which saw the first team finish fourth in the SPL and a return to European football to look forward to next season, the club thought this was the right time to refresh the brand and ensure more consistency of use across its portfolio of products and commercial and brand materials.

As well as the new designs, the club has also unveiled its new slogan – United in Pursuit. 

“We were delighted to work with a local company to refine and evolve all our branding. It is not a dramatic change but bringing a modern, fresh look, delivered consistently across all our brands is an important step for the club as we look to enhance current partnerships and explore new opportunities both domestically and abroad. We are a club with a proud tradition and Creative Graffix have maintained that while giving us the tools to present a united, professional image for the whole club.”

Joe Rice, Communications Director at Dundee United

A 58-page branding manual has been created to ensure the new design is used correctly and consistently across all Dundee United brands, products and promotional materials. 

The new crest and design scheme are being applied across all Dundee United brands including Dundee United F.C. Women, the Academy, the Community Trust, the Supporters’ Group, the Junior Tangerines and DUTV. 

The club website is also getting a refresh ahead of the club’s first season with European football in a decade. 

This will be the 12th design of the club crest since it was formed in 1909. The first official crest appeared in the 1922/23 season when the team was still known as Dundee Hibernian. The first Dundee United crest appeared the following season. 


Notes to Editors: 

About Creative Graffix 

Creative Graffix is a family run business and their small Dundee-based team has more than 30 years’ experience. Their approach is about clever ideas and practical solutions achieved by solid research on each individual client brief. 

The family opened the business in Castle Street in 1986 as part of the Kall Kwik franchise. In 2005 they moved to Riverside Court and in 2011 became an independent company called Creative Graffix. Every member of the Smyth family for two generations has worked with the business at one time or another and Richard Smyth and his sister Jo Smyth are actively involved today. 

Creative Graffix has changed dramatically since it was established and is now a full-service brand studio which can manage the end-to-end process of any design-focused project. 

Their client base has expanded well beyond Dundee and includes clients in Texas, Singapore, Dubai and Norway. 


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