20th June 2022

Dundee United is excited to reveal our latest evolution of our club crest as part of an ongoing brand regeneration that will allow the visual identity of the club to become more modern, clear, and consistent.

The club sourced family-run Dundee business Creative Graffix to research, develop and produce the new brand guidelines. Following consultation and research with various stakeholders, fans and club officials, the local firm produced a vision that captures the club's core values and gives a fresh, professional look that will encourage trust and confidence across the brand.
The most relevant change supporters will recognise instantly is the redesign of our club crest. The crest in its previous format has been in place since 1993 and despite serving well over its lifetime, poses several flaws in its design and had begun to look outdated. Consistency of use has also changed over the years creating a problem for brand awareness and confidence in the brand.

The new crest font instantly brings clarity while retaining the flares of historical reference, alongside a new background palette that enhances the proud lion finishing as a sleek, fresher and modern look.

A bigger overall regeneration project will happen over the coming months with supporters noticing various changes around Tannadice Street, Tannadice Park and The High-Performance Centre at the University of St Andrews. Our hospitality lounges will also see significant improvements to align with the new brand guidelines.
Creative Graffix also evolved the sub brands across the club including the Dundee United Football Club women's team, The Academy and DUTV amongst the those featuring new improved branding.
Our digital partner, MTC, have delivered a new look, on brand homepage for today's unveil and over the next few months, our website will become an innovative and modern looking platform that will continue the digital transformation of the club. 
Communications Director Joe Rice said, "The team at Creative Graffix have put a lot of hard work and expertise into this project. The aim for us as a club was to modernise the look and feel of the club brand and digital strategy for the future while retaining the core values of our history.
"Dundee United has continually evolved and grown in recent years and it was vital we produced a stronger, more consistent brand that can provide a gateway to grow global audiences and greater commercial revenue.”
Richard Smyth, Director at Creative Graffix, said: "We set out to create a fresh new visual representation of a proud club which can be used everywhere from the stadium signage to the team bus. Fans and players embed it in their daily lives whether that’s on phone screens, tattoos, baby grows, mugs or season tickets.
“With so many outlets for the visual representation of the club it is hugely important these days for it to be clear, consistent and modern."
Fuller details of the brand regeneration can be viewed here.