A club’s identity now needs to be as strong and striking on screen as it is on kits and water bottles. That means clean, simple and bold design is key.
Building the brand world
Since the late 1990s, Kader’s logo has incorporated the oak tree—representing the Anglo Saxon meaning behind their home, Acklam, as “place of oaks”. It was agreed that this existing concept would be retained and evolved, giving a nod to their roots while developing a much deeper and meaningful symbol that aligned with their values and stature.
The Creative phase began with the redrawing of the oak tree symbol. This was recrafted to integrate traditional football shapes, while reflecting the club’s growth, strength and sustainability. Complementing this are the honeycomb shapes which add strength and structure to the heart of the tree and bring their Community Club status to life.
Lead designer on the project, Matt Goodyear, developed the identity: “The tree grows from a number of dynamic and upwards moving roots, designed to represent Kader’s inclusivity and the diverse community it serves.
“These deep roots also show the depth and reach of the club’s background and current status, providing an intrinsic link between the past as well as the present.”