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Chelsea FC has collaborated with creative studio Uncommon to rebrand, changing from a traditional family crest-like impression to a modern and sophisticated impression. The subtle use of visual effects that could easily be childish creates a unique impression that you won’t see anywhere else.
The new slogan “WE BURN BLUE” expresses the passion and emotion of the players and the club. The deep blue color that symbolizes Chelsea burns like a flame. The long exposure captures the dynamic movements of the players and the blue flame shines from their chests. If the actual flame was depicted as it was, it would have been a bit childish, but it is cool to express it only with the light that allows you to feel the flame. The texture of the film camera is felt in the photos and videos, so it feels less like a science fiction video.
The wordmark is a shortened version of CFC, the initials of Chelsea Football Club. LDN is added to the reduced space to emphasize the London location. The lion, which symbolizes Chelsea, is placed between the two letters. Only the details of the border have been refined, and it is combined with the wordmark as if it were an 'icon font' that can be used like a font. The font with the long ends gives the impression of Bodoni used in fashion magazines. The sensual and decorative strokes go well with the lion pattern.
Every Tuesday morning, a designer with 16 years of experience curated Collect design trends.
