Aston Villa Concepts
First thing to say is that this is conceptual work and in no way connected to the club. Our creative director is a fan and wanted to explore what the possible new identity could be. The main objective was to create a brand that could be flexible. Whether it was the crest on the jersey or a logo on the Holte End, one could have a star to reflect their European Championship win where the other would not to ensure it could be future proof (when Villa win plenty more ; ) Big Helping would usually carry out deep research but without the clubs involvement we just explored the possibilities. It’s meant as food for thought. The club have mentioned they are keen on using a shield so we rolled with it…
Flexible branding with a nod to the past and present
It feels like a flexible approach would work best. Different ingredients of the core brand can be used together in different use cases. One idea is to take the head away from the body of the main lion to create a more contemporary look and feel. It’s a juggle between nodding to Villa’s heritage but also including a contemporary edge.
