project: alfreton town f. c. logo redesign
Research and logo development
PROJECT: ALFRETON TOWN F. C. LOGO REDESIGN
Building the logo
PROJECT: ALFRETON TOWN F. C. LOGO REDESIGN
Alfreton Town F.C.'s official new logo
PROJECT: ALFRETON TOWN F. C. LOGO REDESIGN
Reaction from Alfreton Town F.C. fans
PROJECT: ALFRETON TOWN F. C. LOGO REDESIGN
New logo press release
PROJECT: ALFRETON TOWN F. C. LOGO REDESIGN
ATFC and their new logo in action
PROJECT: ALFRETON TOWN F. C. LOGO REDESIGN
ATFC and their new logo in action
PROJECT: ALFRETON TOWN F. C. LOGO REDESIGN
ATFC and their new logo in action
PROJECT: ALFRETON TOWN F. C. LOGO REDESIGN
ATFC and their new logo in action
PROJECT: ALFRETON TOWN F. C. LOGO REDESIGN
Fans proudly wearing the new logo
PROJECT: ALFRETON TOWN F. C. LOGO REDESIGN
The initial proposal to redesign the club's logo
PROJECT: ALFRETON TOWN F.C. LOGO REDESIGN
Alfreton Town F.C. in action in the F.A. Cup.
PROJECT: ALFRETON TOWN F.C. LOGO REDESIGN
Alfreton Town F.C. logo appearing on Match of the Day.
Project: Alfreton town F.C. logo redesign
Executing the logo
Logo design - Alfreton Town Football Club

In April 2015 I sent an unsolicited proposal to Alfreton Town Football Club to redesign their existing logo and help the club enter the 2015 - 2016 season with fresh impetus and a new look and feel, that would help attract players, increase fan base and open up profitable merchandising opportunities.

My proposal was accepted the Alfreton Town Football Club board, and I subsequently worked closely with Chairman, Wayne Bradley and US based co-owner, Michael Hitchcock.

The new logo refresh project was completed in just 5 weeks, and was a complete success both locally and domestically.

History has it that the Town of Alfreton has a unique founding. Legend has it that the great former King of England - King Alfred, founded the local community, and from there the town'a name - Alfreton, is derived - I wanted to take advantage of this legendary story and reintroduce King Alfred back onto the clubs official crest.

I created a logo that features a strong and determined looking King Alfred as it's main focal point. King Alfred's facial expression is one of grit and determination representing the characteristics of the local people of Alfreton.

King Alfred is placed in a shield, with King Alfred's famous crown perched on top of the logo. This gives the design a unique and a recognizable shape and silhouette - a requirement that the board of directors asked for.

The logo design was finalized with the clubs name - Alfreton Town Football Club - encompassed in castle or fort like shape - thus adding to the monarchy, royal feel that the logo has.

The new logo was launched on May 5th and received an extremely positive reaction from the fans, community and local media.

www.alfretontownfc.com