Wolves FC fans contribute to new look stadium
Creative agency Raw has completed a brand refresh and stadium overhaul for Wolverhampton Wanderers (Wolves) Football Club. The work includes a new brand approach, new stadium signage and supergraphics displaying quotes by fans…
Since last summer, Wolves' stadium, Molineux, has been transformed with the addition of a new multi-million pound Stan Cullis stand which houses a retail superstore and museum space, and Wolves commissioned Raw in summer 2011 to rebrand the club and its various sub-brands.
"The commission was born out of the club's desire to create a more positive and vibrant space for fans at Molineux through the creation of large-scale graphics and a more positive signage system," explains Raw's creative director Rob Watson of the project.
"However, a brand review highlighted that disparate marketing material and a lack of high quality brand guidelines had led to the brand becoming diluted over time," Watson continues. "As such, a rebranding exercise was commissioned with the aim of creating a strong, overarching brand that would influence all of the club's visual output in the years to come."
Raw engaged staff at and supporters of the club, interviewing everyone from the tea lady to the chairman as well as fans "to try to get to the heart of Wolves and to understand what it really means to be a fan," Watson says.
Social media tools including Facebook and Twitter were also used to engage directly with thousands of fans. "Asking questions such as 'what does Wolves mean to your family?' elicited a huge response helping us to discover the experiences and values of fans, which really drove the rebranding exercise," sasy Watson.
Many of the responses elicited have become supergraphics that adorn walkways and stairwells in the stadium.
"The strong, geometric nature of the hexagonal crest provided us with the inspiration for the sub-brands and signage, and a strong core message was created that encapsulated the Wolves mission," says Watson. "A new typeface, FontSmith's Albert Pro, and colour palette have also been introduced that reflect the club’s personality and give new marketing material a consistent look and feel."
What was, apparently, a four page PDF has now been replaced with Raw's detailed and clear guidelines for the main brand, sub brands and signage systems within the stadium. These have been printed as booklets housed in a slipcase, images below.
CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here.
CR In print
In our November issue we look at ad agency Wieden + Kennedy in a major feature as it celebrates its 30th anniversary; examine the practice of and a new monograph on M/M (Paris); investigate GOV.UK, the first major project from the Government Digital Service; explore why Kraftwerk appeals so much to designers; and ponder the future of Instagram. Rick Poynor reviews the Phaidon Archive of Graphic Design; Jeremy Leslie takes in a new exhibition at the Whitechapel Gallery dedicated to experimental magazine, Aspen; Mark Sinclair explores Birmingham's Ikon Gallery show of work by the late graphic designer, Tony Arefin; while Daniel Benneworth-Gray writes about going freelance; and Michael Evamy looks at new telecommunications brand EE's identity. Plus, subscribers also receive Monograph in which Tim Sumner of tohave-and-tohold.co.uk dips into Preston Polytechnic's ephemera archive to pick out a selection of printed paper retail bags from the 70s and 80s.
The issue also doubles up as the Photography Annual 2012 – our showcase of the best images in commercial photography produced over the last year. The work selected is as strong as ever, with photographs by the likes of Tim Flach (whose image of a hairless chimp adorns the front cover of the issue, above); Nadav Kander (whose shot of actor Mark Rylance is our Photography Annual cover); Martin Usborne; Peter Lippmann; Giles Revell and more.
Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878 to buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.
The typography is nice but the use of the hexagonal shape (which I know comes from the brand) in combination with the yellow particularly on the signage reminds me of bees rather than Wolves.
Very nice. If only more clubs where more open to this kind of approach.
For me, as a designer, it's an unfortunate coincidence that the combination of colour and shape resembles a well know design education charity – but that's just me, the majority of Wolves fans wont be designers. I think overall it's a lovely project and core guidelines doc looks sweet.
I never thought I'd see the day the mighty Wolves graced the pages of Creative Review. I have to say, I may be a little biased being a wolves fan myself, but we have one of the best logos in football!
Really like the rebrand, both the idea of getting the fans involved and the look and feel. Not sure there will have been too many positive quotes at their disposal after last season though! Love the graphics above the stairwells of just the eyes.
Up the Wolves
Nice wayfinding and supergraphics. I would love to do something like this from my club, Oxford United. A dream job for any football loving graphic designer!
@ Paul, I don't think football is about logo's, its about crests and badges draped in history in my opinion. This is not the NFL.
Love Raw's work.
Best example I've seen of this is at Arsenal's Emirates stadium - similarly used to involve fans with huge quotes and snippets of history.
Ditto @Theo - would love to work on a project like this.
Thats bostin that is. Yam RAW blokes is magic, makes me want to buy yaw a point of Banks's
Very nice job at Wolves. Very reminiscent of the Amex Community Stadium at Brighton and Hove Albion which was also featured in CR. Hopefully this is a new trend in stadium design.
Great use of vibrant colours and a very positive image.
Great design - great graphics - just love it.
Stunning if only Arsenal would listen to their fans haha
I Like the rebranding at Wolves Stadium, Super Graphics.
Great Job RAW
|Ads of the Week (8)|
|How Fredrik Bond achieved an 'epic strut' for Moneysupermarket.com (70)|
|Unpacking Packaging (1)|
|The £25 logo (155)|
|Delightful new ad from Ikea (7)|
|Björk's Vulnicura album artwork|
|Artist INSA makes his latest animated gif... from space|
|Vital Arts transforms Royal London Children's Hospital|
|Designing for The Grand Budapest Hotel|
|Jean Jullien: Life Drawing, an interview|