Fulham have unveiled a new brand identity titled 'Written into the Cottage', with a bespoke typeface. The club's marketing director, Jack Burrows, confirmed the launch this week, framing it as a move to create a more cohesive and distinctive brand rooted in the club's heritage.
The new visual identity is built around the FFC Original typeface family, developed by independent foundry F37. It is directly inspired by the original 'The Fulham Football Club' lettering that has adorned Craven Cottage for decades. This typography will form the basis of the club's presentation across social media, retail, campaigns and the matchday experience.
Strategic vision from club and agency
Jack Burrows explained the thinking behind the project. "We’re speaking to lifelong supporters, new fans, local and international audiences as well as hospitality guests, each through very different channels and touchpoints," he said. The work followed extensive research and development, with the stadium itself placed at the centre of the new creative direction.
The identity was developed by creative agency Music, which has a long-standing relationship with the club. Dave Simpson, CEO and ECD at Music, noted that heritage is what creates the modern identity. The broader system includes variations on the line 'London’s original football club' and is designed to be flexible for the club's growing international profile.
Context of growth and change
This rebrand arrives as Fulham handle a challenging start to the Premier League season, sitting 19th with just two points from their opening five games. The off-field update reflects the club's significant growth in recent years and the increasing number of ways people experience the club, from the redeveloped Riverside Stand to the new Fulham Pier hospitality offerings.
It also follows a wider industry trend, with Newcastle United unveiling a sharpened crest and expanded design system in the same period. The work aims to celebrate the club's past while providing a unified brand for the future, especially as Fulham approach their 150th anniversary. Fans can explore the squad list and the challenges ahead on our squad and standings pages.
The club's last major branding effort, an unpopular design from around 2011, has been replaced by this heritage-focused approach. Craven Cottage, the club's home since 1896 and the source of the 'Cottagers' nickname, provided all the character the creative team sought. The new identity will get its first major airing when Fulham travel to face 11th-placed Ipswich Town on 10 October, a fixture detailed on our fixtures page.
More detail at fulhamish.co.uk
