WHAT IS OUR BRAND EVOLUTION PROJECT?
The brand evolution project announced on Saturday is not simply a crest re-design, we are looking to ensure that our brand matches the goals of the football club, the ethos of the football club and represents the incredible history of the football club. We are also looking to ensure that our brand, presented either digitally or more traditionally, is both effective and iconic as well as being one of the best in the EFL.
The project will be phased:
January 2025 – Research and Listening Phase
February 2025 – May 2025 – Design Creation Phase
May 2025 – September 2025 – Review and Feedback Phase
October 2025 – Launch Phase
July 2026 – Rollout Phase
Supporters will be updated periodically through each phase via email, our website and social media.
WHY HAVE WE STARTED THIS PROCESS?
As we look to improve all areas of our football club, both on and off the pitch, we have seen numerous football clubs across England and Europe benefit from a well-executed rebrand, and we feel that this is the right time for us to progress the club's image and craft an identity that is unique to our beloved club, and made with modern day best practices in mind as well as being in line with our goals and objectives.
The reasons for this project are plentiful but we have identified four key reasons to share with supporters:
Digitalisation / Mobile first – the Club is progressive and believes a digital first/mobile first ethos is correct for our identity moving forward. Our current crest was designed around 20 years ago, before the mass adoption of digital media and new technologies; our identity must be more practical and function at its best in digital media.
Suitability to attract new audiences – our identity should represent all our audiences, both new and old, as we move forward, we want a brand that aligns with our existing supporter base whilst also being attractive to new audiences and demographics. We want to create an identity to inspire the next generation of football fans in the local area. A new identity designed for the times we live in and the technologies and experiences we are exposed to can inspire and excite new generations of football fans.
Alignment with Club goals and ethos – under the guidance of our new CEO the Club has developed a modern club mission, and we are working hard to become inclusive to all. Our brand needs to reflect we are a progressive, inclusive and dynamic football club matching both the ambitions on and off the pitch that we all strive to achieve.
More ways to represent us - With the expansion of our new Club Store, we want to offer our fans more ways of representing Peterborough United and have a wider range of merchandise and fan wear. The new identity will be designed to thrive not just on the football club's kits, but also on leisurewear items.
WHAT ARE THE NEXT STEPS?
The project starts with what we are calling our Research and Listening Phase and an initial fan survey, you can complete this here. The purpose of the survey is to gain supporter insight into what the views are of the current brand.
This phase will see the following events take place during the period 16th-27th January. During this period our branding partners will be present at the Club and in the city for various events, those involving supporters are listed below:
18th January - Opportunity for supporters to meet our branding partners and discuss the project in the Fanzone at our home fixture against Leyton Orient.
20th January - Meetings to be held with the leads of all our accredited supporters’ groups, PISA, Forever Posh and the Posh Supporters Trust.
21st January - Opportunity for supporters to meet our branding partners and discuss the project in the Fanzone at our home fixture against Exeter City.
22nd January - Our branding partners will meet with various people from the club including our club historians and other notable supporters.
24th January - Fans Forum event, which will be ticketed, for supporters to learn more about the project and offer their feedback. Ticket information to follow shortly.
25th January - Our branding partners will attend our away fixture with Lincoln City and meet with fans pre-match.
Posh Head of Media & Marketing Clive Edwards said: “The most important part of this process is engagement with our supporters, this is why we have a schedule of events planned over the next month to obtain as much feedback as possible before any further stages of the project can start.
“Without diving deep into the Club, the city, and our history it is impossible for our branding partners to provide us with an evolution we can all be proud of. Our supporters should rest assured their opinions are incredibly valuable to this project and will be taken into consideration.”
If you have not already, please do complete our Supporter Opinion Survey.