Feyenoord — refocused identity for one of Dutch football’s biggest, most ambitious clubs
Known for its rich heritage and fighting spirit, Feyenoord have enjoyed success in recent years, winning the league and the KNVB Cup. Success on the pitch followed concerted efforts to consolidate the club’s internal culture; fostering a professional attitude and high performance ideals at every level. The goal: sustainable domestic success and regular Champions League football. As part of a wider-ranging initiative, Studio Dumbar/DEPT® refreshed the club’s strategic positioning and visual identity.
Strategy
Feyenoord’s distinctive character is renowned in Rotterdam, The Netherlands, and beyond. Their visual identity, however, had become inconsistent. Internally, the club sought to improve every aspect of its culture – from the ultimate physical and mental performance of its players, to the quality and efficiency of day-to-day operations. A united effort. One Feyenoord: with the love of the supporter, and always a professional. This became the leading principle of the strategy, and for the design work that followed.
Design
We developed a bold, powerful style. Offering clarity and impact, new typography expresses a no-nonsense attitude – reflecting the club’s ambitions, as well as the spirit of Feyenoord’s city and neighborhood. A new, customised Feyenoord Skrappa typeface by Jacob Wise hints at Feyenoord’s heritage, incorporating serifs from the club logo. The same serif informs a second visual layer, translating its angles into a simple yet versatile linear illustration style for static and motion visuals. The same serif informs a second visual layer, translating its angles into a simple yet versatile linear illustration style for static and motion visuals. Guidelines ensure the seamless day-to-day application of the new style, enriching the brand by guaranteeing consistency and integrity, whatever the touch-point.
Results
The new identity provides a strong, focused vision for the future, with a flexible toolkit of attributes for a wide variety of touch-points – from huge stadium graphics to social media posts, and everything in between.
