DUNDEE UNITED have revealed a fresh club crest ahead of the new Premiership campaign.

The club sourced family-run Dundee business Creative Graffix to research, develop and produce the new brand guidelines.

Following consultation and research with various stakeholders, fans and club officials, the local firm produced a new badge that gives a fresh look to the Dundee United brand. 

The crest in its previous format has been in place since 1993 and despite serving well over its lifetime, poses several flaws in its design and had begun to look outdated.

Consistency of use has also changed over the years creating a problem for brand awareness and confidence in the brand.

Communications Director Joe Rice said: "The team at Creative Graffix have put a lot of hard work and expertise into this project. The aim for us as a club was to modernise the look and feel of the club brand and digital strategy for the future while retaining the core values of our history.

"Dundee United has continually evolved and grown in recent years and it was vital we produced a stronger, more consistent brand that can provide a gateway to grow global audiences and greater commercial revenue.”

Richard Smyth, Director at Creative Graffix, said: "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. 

“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."