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 super graphics displaying quotes by fans…

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.


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  • Mark

    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.

  • John

    Very nice. If only more clubs where more open to this kind of approach.

  • Rich

    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!

  • A

    @ 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.

  • Kevin Blackcountry

    Thats bostin that is. Yam RAW blokes is magic, makes me want to buy yaw a point of Banks’s

  • Andy Bass

    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.

  • Donna Newall

    Great use of vibrant colours and a very positive image.

  • Barb

    Great design – great graphics – just love it.

  • Nicholas Holme

    Stunning if only Arsenal would listen to their fans haha

  • Alan

    I Like the rebranding at Wolves Stadium, Super Graphics.
    Great Job RAW