Fulham Football Club has launched a brand refresh built on hand-rendered lettering found on the walls of its stadium, Craven Cottage. The new identity marks the club's 150th anniversary and aims to modernise its image while honouring its 145-year heritage. This comes as the team sits 18th in the Premier League with five points from seven games, fighting to climb the standings after a recent 1-0 win over Hull City. The team has scored 7 goals while conceding 10 in the league so far, and their next challenge is an away fixture against Coventry City on 24 October.
Jack Burrows, the club's marketing director, said the refresh is vital for connecting with all supporters. "Our club has grown significantly in recent years and so have the number of ways in which people experience us," Burrows explained. The work is applied across all communications, matchday graphics, campaigns, and retail. He emphasised that the identity must work as hard on a mobile screen as it does on a stadium facade.
Design roots in historic stadium lettering
The core of the new look is a bespoke typeface named FFC Original, developed in collaboration with type foundry F37. It transforms the original, hand-painted signage at Craven Cottage, London's oldest football stadium, into a flexible family of fonts. Dave Simpson, executive creative director at design studio Music, which led the project, said the lettering was "genuinely Fulham" and not an externally applied retro style. The design team spent days at the ground, photographing and studying every piece of historic signage to capture its unique character. The design aims to be contemporary enough to support the club's growth while remaining authentically tied to its home.
Marketing and fan engagement drive the refresh
The rebrand was driven by the evolution in how fans engage with the club beyond matchdays. This includes digital platforms, social media, merchandise, and new cultural experiences like the Riverside Stand redevelopment and Fulham Pier. Burrows stated the change is designed to connect lifelong supporters, new fans, and hospitality guests across every club touchpoint. The identity will be rolled out in the coming months as Fulham prepares for its next Championship fixture away to Coventry on 24 October.
The club's recent form shows two wins, two draws, and one defeat from its last five matches. Securing points in the upcoming fixtures will be as key as presenting a unified brand for the future. The final elements of the new visual system will appear on retail merchandise and in stadium graphics throughout the season. The club confirmed that the new typography and logos will be phased in gradually, ensuring the heritage they celebrate is not lost in a sudden change.
More detail at itsnicethat.com
