Salford City F.C.
Roles
- Art Direction
- Design Direction
Year
January 2026
Description
A football crest isn’t just a logo — it’s a city’s identity stitched onto a shirt. When Salford City F.C. came to us ahead of their most ambitious season yet, the challenge was enormous: evolve a badge beloved by generations without erasing what made it theirs. Working alongside fans, players, and club leadership, we went deep into Salford’s DNA — its industrial architecture, its streets, its history. The result brings together the Lion, fierce and forward-facing, with the Lancashire Rose rooted in community pride. The circular form echoes the city’s iconic Gasworks, while the typography draws from Salford’s own street lettering. Every decision carried the weight of a city. Every element had to earn its place on the badge.
72%
FAN APPROVAL IN
PUBLIC VOTE
The kit needed to feel like Salford from the ground up. Rather than reaching for generic football aesthetics, we looked at the city itself — and found the answer in its walls. The brick pattern woven into the jersey design is a direct nod to Salford’s industrial architecture, the same terraced streets and mill facades that have defined the city for over a century. Worn on the pitch, it’s a subtle but powerful statement: this club doesn’t just represent Salford — it’s built from it.
When fans embraced the new crest, they didn’t just accept it — they wore it like a badge of honor. What started as a club identity quickly crossed into fashion territory, with supporters turning the new mark into a cultural statement. Exclusive hoodies, commemorative jerseys, and polo shirts flew off shelves, carried into subway stations, stadiums, and city streets far beyond match day. The crest had done what the best identities always do — it gave people something to be proud of, something worth showing off.
