Cambridge United unveils new club identity
It follows what the club are calling "extensive fan consultation"
Last updated 30th Oct 2024
Cambridge United has revealed its new club identity, which includes a primary crest and several secondary identities, as part of an ongoing modernisation project. This initiative aims to honour the club's history and heritage while developing a brand that aligns with contemporary aspirations.
The club's owners and board have highlighted fan engagement as a key component of this process, stating, “Fan engagement has been at the heart of this and we revisited the process after fan feedback last year.” The owners view this development as essential for driving engagement and income, which can subsequently be invested in the playing budget.
The new identity, set to launch in June 2025, has been endorsed by the Shadow Board, who provided guidance throughout the evolution of the designs. The consultation process, which took place over the summer, featured three distinct design directions: "Evolution," a modern take on previous crests; "Abbey Inspired," reflecting the architecture of Cambridge; and "Book & Ball," influenced by the club's historical identity.
After releasing the three concepts, the club engaged with fans, players, commercial partners, and other stakeholders through various in-person events and an online survey. A significant response was noted, with over 2,500 fans participating in the survey. “Direction One - Evolution was an overwhelming favourite and received the highest vote share in 10 out of 12 feedback sessions,” the club reported.
The online survey corroborated these findings, with "Evolution" securing the most votes in four out of five categories, including "Best Design Overall." In light of this feedback, the club confirmed that Direction One - Evolution will serve as the new primary identity.
“Supporters suggested that whilst they liked Direction One - Evolution, the design should include the Club’s name,” the club noted. Consequently, the design will now feature the club's name prominently, alongside a more refined outline.
The new identity encompasses various sub-identities that reflect the club's heritage. These include a "Coconuts" identity, representing the club's Victory Anthem, and several icons celebrating the Abbey Stadium, the Book and Ball, and the club's educational legacy.
Majority Owner Paul Barry expressed gratitude to all participants in the consultation, stating, “There is a unanimous view from Owners, Board, and Shadow Board that we have ended in the right place after one of the most comprehensive consultations we have ever held as a football club.” He further noted that the new identity is designed to be modern and inclusive while remaining representative of the club's proud history.
Chair of Cambridge United's Shadow Board, Nigel Browne, added, “The new wider identity allows everyone to be represented and importantly respects our past, whilst allowing us to move forwards.”
The updated identity will be adopted across all club forms at the start of the 2025/26 season.