The new emblem, aimed to “allow the visual identity of the club to become more modern, clear and consistent” is much like the Tangerines’ present lion crest however with delicate, modernised variations.
A brand new font, and alignment of the staff identify that borders the logo has been created, whereas the obvious change is the contrasting orange and white panels have been swapped.
Some precise detailing has additionally been carried out on sharpening lion picture itself and refining alignments with United displaying the delicate modifications in an overlayed picture on the web site.
Communications director Joe Rice stated: “The team at Creative Graffix have put a lot of hard work and expertise into this project. The aim for us as a club was to modernise the look and feel of the club brand and digital strategy for the future while retaining the core values of our history.”
United’s badge has been in place for almost three decades, but the changes at Tannadice are not unusual for modern-times. Rebranding, and re-designing club crests has become a more frequent occurrence for clubs in recent years with more graphics packages available and more frequent use of emblems, motifs and branding online.
Rangers followed a similar path two years ago, retaining the lion rampant and football crest of the club, but modernising the look with a digital-friendly font created and, like United, centering the wrapped word surround to make the branding easier to read.
Falkirk rebranded earlier this century, dropping the football club and ‘Est. 1876’ dateline with a modernisation aim that the club also stood for the community as well as the team. Fans have, however, hankered after a return of the Est.1876 since with retro gear from better times popular amongst Bairns fans.
Crests, although affectionately held or beneficial enterprise branding are additionally controversial topics legally too. Hibs had beforehand been compelled right into a change within the early-Nineties after the Lord Lyon recognized their use of the crown was with out permission. Likewise Ayr United and Airdrie have each been amongst these to have fallen foul of the Lyon Court, Scotland’s oldest, throughout the previous decade over their use of the saltire or protect shapes inside their staff badges. Highland League Formartine United had been compelled right into a crest change in 2012.
Ancient laws, dating back to the 16th century, prohibit letters or numbers forming part of the ‘heraldic shield’ with other requirements over castle-like turrets or town’s coat of arms.