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Southend United
Southend United
Southend United
Client
Client
Southend United
Southend United
tagline
tagline
The Shrimpers
The Shrimpers
Year
Year
2025
2025
About
About
Southend United redesign goes beyond aesthetics, it’s about deepening fan engagement and honouring The Shrimpers rich heritage while shaping its future. By analysing fans opinions on what matters most to them, I recognised a strong desire to preserve the existing logo. So, instead of altering it, I refined its key symbols the waves, shrimp, football, and anchor by enhancing their impact. Additional elements, including new patterns, colours, typography, and brand messaging, were carefully developed to inspire and create a deeper emotional connection. This modern, unified identity strengthens the club’s legacy while exciting both loyal supporters and future generations.
Southend United redesign goes beyond aesthetics, it’s about deepening fan engagement and honouring The Shrimpers rich heritage while shaping its future. By analysing fans opinions on what matters most to them, I recognised a strong desire to preserve the existing logo. So, instead of altering it, I refined its key symbols the waves, shrimp, football, and anchor by enhancing their impact. Additional elements, including new patterns, colours, typography, and brand messaging, were carefully developed to inspire and create a deeper emotional connection. This modern, unified identity strengthens the club’s legacy while exciting both loyal supporters and future generations.
full story
Southend United FC, established on May 19, 1906, by a group of passionate enthusiasts in a local pub, has remained an integral part of its community for over a century. Playing their home games at Roots Hall, the club’s history is rich with iconic figures like Albert Fairclough, the first Football League goal-scorer, legendary manager Ted Birnie, title-winning manager Steve Tilson, and David Webb. Known as “The Shrimpers,” the team embodies a spirit of resilience, having faced challenges such as double relegations and periods of administration. Despite recent struggles, Southend United remains a cornerstone of its community and a source of local pride, with ambitions to rise once again through the football ranks and reclaim past glories. With new ownership, there is hope for a brighter future, and branding can play a crucial role in driving this vision forward.
Colour holds immense significance for Southend United, helping to define our identity and forge stronger connections with our supporters. The careful use of colour not only establishes our tone but also enhances recognition across all communications, making it an essential element in unifying and representing the club.
Typography is another cornerstone of our visual identity. Built on principles of legibility and accessibility, our typographic system is clear, bold, and highly expressive. Through consistent application of these typographic principles, we strengthen Southend United’s recognition and ensure a cohesive visual language across all platforms.
The club’s sea and shrimp-inspired wave design reflects its coastal heritage and nickname, “The Shrimpers.” Featuring stylized wave patterns and subtle shrimp motifs, the design is both modern and traditional, incorporating maritime elements to enhance branding across print, media, and merchandise. This visually reinforces the club’s local identity and connection to its roots.
Our photography captures the essence of Southend United, celebrating a rich tapestry of history, culture, and community. Images of legendary players, key matches, and archival moments highlight the club’s past successes. Match-day photography brings the culture to life, showcasing passionate supporters filling Roots Hall and generations of families coming together, evoking a sense of loyalty, pride, and shared memories.
Full Story
Southend United FC, established on May 19, 1906, by a group of passionate enthusiasts in a local pub, has remained an integral part of its community for over a century. Playing their home games at Roots Hall, the club’s history is rich with iconic figures like Albert Fairclough, the first Football League goal-scorer, legendary manager Ted Birnie, title-winning manager Steve Tilson, and David Webb. Known as “The Shrimpers,” the team embodies a spirit of resilience, having faced challenges such as double relegations and periods of administration. Despite recent struggles, Southend United remains a cornerstone of its community and a source of local pride, with ambitions to rise once again through the football ranks and reclaim past glories. With new ownership, there is hope for a brighter future, and branding can play a crucial role in driving this vision forward.
Colour holds immense significance for Southend United, helping to define our identity and forge stronger connections with our supporters. The careful use of colour not only establishes our tone but also enhances recognition across all communications, making it an essential element in unifying and representing the club.
Typography is another cornerstone of our visual identity. Built on principles of legibility and accessibility, our typographic system is clear, bold, and highly expressive. Through consistent application of these typographic principles, we strengthen Southend United’s recognition and ensure a cohesive visual language across all platforms.
The club’s sea and shrimp-inspired wave design reflects its coastal heritage and nickname, “The Shrimpers.” Featuring stylized wave patterns and subtle shrimp motifs, the design is both modern and traditional, incorporating maritime elements to enhance branding across print, media, and merchandise. This visually reinforces the club’s local identity and connection to its roots.
Our photography captures the essence of Southend United, celebrating a rich tapestry of history, culture, and community. Images of legendary players, key matches, and archival moments highlight the club’s past successes. Match-day photography brings the culture to life, showcasing passionate supporters filling Roots Hall and generations of families coming together, evoking a sense of loyalty, pride, and shared memories.
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