Brentford FC Crest
To achieve their ambition of sustainable Premier League football, Brentford know they need to evolve off the field as well as on it. As part of that process we’ve recently completed a comprehensive project to redesign their crest, creating a more striking, simple and recognisable design that stays true to The Bees' heritage.
Brentford’s current crest is too complex and detailed to work effectively in many digital media and research told us it was far less recognisable than other London teams' crests. But even though there were clear reasons for change, evolving the crest was always going to be an complex and emotionally-charged process. Solving the practical issues with the current crest was the easy bit. We needed to create something iconic that represented the tradition and ambition of the club and that fans would be proud to call their own.
Our first port of call was to review all of Brentford's historical crests, understand why they were changed and gauge fans’ attachment to each one. We then set about researching and analysing crest design from the world of football and beyond – from historic heraldic design to sleeker modern styles. We analysed the crests of all Football League teams and grouped them into categories to try to objectively understand what makes a successful crest. This analysis gave us specific principles that we knew we needed to achieve in the design, and a checklist we could judge each iteration by.
Working closely with the club we developed a detailed brief for the redesign, then set to work designing iterations of all of Brentford’s historical crests and some new alternatives. What became clear was that a bee was the most important visual element in the crest, and it was also paramount to include the year of their foundation, 1889. Once the club had chosen a layout from a final shortlist of three we commissioned specialist illustrator Peter Horridge to draw the final bee.
The new Brentford crest is impactful and iconic. The roundel design and large bee was inspired by their 1970s crest and 1960s supporters club badge, making it historically relevant as well as forward-looking and ready for the digital world. The bee itself uses angular edges and shapes to create a more aggressive and competitive feel than a typical bumble bee, and is designed so it can work separately as an independent symbol. Over time we believe it will become synonymous with the club as they move forward into the most exciting time in their history. Come on you bees!
Simpler, bolder, more iconic
Inspired by a crest Brentford used in the 1970s and their 1960s supporters club badge, our new design is simpler, bolder and more recognisable than their current crest.
Ready for anything
We designed the new crest to work effectively in a huge range of digital and physical applications – from app icons to above the entrance on their new stadium, in full colour, single colour and as a standalone graphic element.
No ordinary brief
Redesigning something that means so much to so many required a long-term approach. The final design is the result of an 18-month process, which included consultation with fans, directors, staff and the owner.
Hundreds of iterations
We looked at evolutions of all of Brentford’s historical crests, narrowed them down during the consultation process then commissioned specialist illustrator Peter Horridge to draw the final bee.
The new crest is part of a strategy to ensure Brentford’s brand is Premier League-ready by the time they move into their new stadium. It will be worn on their famous red and white stripes from the start of the 2017/18 season.
"It's always an emotive subject when a club decides to change something as important as its crest but part of our club's philosophy has always been about moving with the times and improving as we go.
Myself, the Board and the senior leadership team at the Club believe that's exactly what the change in the crest does. It's simple, it's iconic and it immediately tells the world who we are without even the need for words."
Mark Devlin, CEO Brentford FC