A NEW visual identity for Rangers Football Club was revealed last night through images projected on to a series of Glasgow landmarks, including Kelvingrove Art Gallery and Museum and the SEC Armadillo.
The new look, designed by Kilmarnock-based creative agency See Saw, has been heralded as the most-marked change in the club’s crest and branding in more than 50 years.
The change was revealed as the club embarks on a programme of global expansion and fan engagement ahead of celebrations marking 150 years since Rangers Football Club was established.
Kelvingrove Park has special significance in the story of Rangers as it was the location where its founding fathers, Moses and Peter McNeil, Peter Campbell, William McBeath, and Tom Vallance, met in 1872.
See Saw explained the new identity brings “the brand to life in today’s busy and noisy digital spaces” while retaining its core elements and styles. The Rangers name now sits at the top and centre of the crest, when previously it ran along the side, written in its own custom font.
The Ready crest was originally introduced in 1959 and is one of two official club crests.
Maurice Hynds, managing and creative director at See Saw, said: “The Rangers Ready crest has been designed to add balance, power and a stronger presence to the well-known Rangers brand. Incorporating a new visual language for use in the digital age, a new custom typeface and re-energised colour palate have been created for perfect clarity, no matter where they are applied.”
See Saw collaborated on the project with typographer and lifelong Rangers fan Craig Black, who created a custom typeface to capture the club’s heritage and character. It is envisaged that the typeface can be used on all aspects of Rangers branding, including social media, signage, and strips.
See Saw, founded by Cameron Syme with Mr Hynds in 2012, noted that the new typeface echoes the serif style of the bluebells on the gates at Ibrox Stadium. It also takes cues from the floor mosaic at the entrance to the main stand at Ibrox, and from various letterheads used throughout the years.
Mr Syme, managing and creative director, said: “We have retained, restored and re-energised the original visual elements in order to make a transformative impact whilst remaining true to the club’s brand values that encompass historic and pioneering elements.”
The new identity comes as the club launches a new website today. Designed by long-term partner Stadion, it aims to increase fan engagement and boost international growth and commercial performance through a new suite of digital products.
Stewart Robertson, managing director of Rangers, said: “As a leading European club, and in anticipation of our 150th anniversary year, it is important we adapt and continue to evolve.
"As we futureproof our business, a club brand evolution and digital strategy was a fundamental part of our long-term strategic plan and our commitment to be best in class both on and off the park.”
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