Our brand concept for Stade Français sought to build on the eccentric heritage of the club, we looked to combine this heritage with a modernity and crucially, to establish ownership over their rivals as THE Paris club.
Using existing elements and colours, we looked to create something new with the same elements. The lightning flashes are part of the original crest, we developed them to form the initials of the club, making the crest more distinctive to the club.
The main development discussed and applied is the addition of the city name to the crest to establish the perception that Stade Français are the primary Parisian club.
We sought to develop a brand that was instantly recognisable, with its sharp, contrasting brand colours and highly distinctive typeface communications from would be highly identifiable ensuring messages land as effectively as possible.