After being purchased by Dr Marwan Koukash in early 2013 the Salford based Super League club with over 100 years of history were looking to undergo a major rebranding.
Everything from the club’s official merchandise, playing kit and training equipment would now carry the club’s new name, The Salford Red Devils, meaning a new club crest that incorporated the club’s history and was also suitable for a host of multi-media platforms would have to be created.
As the club were changing their name to the Salford Red Devils, it was decided a new club crest was essential as well as being a great way to herald this exciting new era, marrying the club’s new brand with the long history of a North West sports institution dating back to 1873.
The new crest was designed with the long tradition and history of this great club in mind while also being in keeping with the new and exciting era of Super League, which is watched by millions of people around the world every week.
Following consultation with the new owner and feedback from the fans, a prototype concept was created and presented to the club. From the initial basic sketches and early brainstorming sessions where initial concepts were discussed, we were then able to develop several visuals to present to the club.
But it wasn’t just a case of designing a new logo. Full analysis and investigation of every aspect of the brand was undertaken to discover key strengths and differences in the market, as well as how it connected with its targeted audience. The logo also needed to be refined and tested thoroughly for various media formats making sure it generated maximum impact both offline and on TV broadcasts.
Following several stages of design and consultation the final design has since been incorporated onto all the new kits, sportswear and official merchandise, and was used at the official launch of The Red Devils, featuring heavily on large screen projections and TV broadcasts and is now the focal point for the club on a global scale.
- Create a unique and attractive logo
- Come up with a design that connected with fans
- Produce a crest that incorporated history and tradition with modern era of Rugby League
- To ensure the crest created maximum impact when viewed on a number of media platforms