FLB unveils visual identity for football club

FLB has created and unveiled a new visual identity for Cheltenham Town Football Club as part of a strategic overhaul being undertaken by the club.

The new identity is a dynamic reflection of the club's sporting and business intent and claims visual ownership of the 'Robin', the club's nickname.

It will be used across all the club's liveries from stadium branding, buildings, website, stationery, merchandise, and team vehicles as well as the new official team strip.

The new identity replaces the club's borrowed identity, which was the town of Cheltenham's heraldic crest.

FLB said the new logo design is unique, modern and powerful, combining the core colours of red, white and black in an abstract robin, demonstrating that the club is not leaving its heritage behind but building upon it.

The design captures the essence of what the football club is all about.

The Robin is not static; it is in flight, moving forward and demonstrating that the club and business is going places and worth taking the time to get involved with.

The whole is wrapped in the Cheltenham Town Football Club shield and underlined by a font that says: 'Cheltenham Town FC'.

FLB has also created new brand guidelines for the club and designed a series of banners, flags, posters, club stickers, corporate clothing, stationery and other signage, which will give the club a comprehensive rebrand toolkit.

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