AFC Wimbledon
AFC Wimbledon was founded in 2002 by loyal supporters after the FA controversially approved the relocation of the original Wimbledon F.C. to Milton Keynes, where it became MK Dons. This decision sparked the creation of AFC Wimbledon, a club rooted in community and resilience, and established one of football’s most intense rivalries.
Brand Concept - The aim of this project was to modernise AFC Wimbledon’s iconic club badge while honouring its history and the passion of its supporters.
Design Process (Honouring Tradition, Embracing Modernity)- The redesign focused on preserving the key elements of the original badge while giving them a contemporary look. The double-headed eagle, a central feature symbolising strength and defiance, was reimagined with sharper, more dynamic lines to make it appear bolder and more intimidating.
Next, I adapted the overall shape of the badge. The original design was long and somewhat outdated, so I modernised it into a sleeker, shield-like form. This rounded base not only gives the badge a timeless, professional appearance but also provides the perfect framework to highlight the eagle and other elements.
Final Touches (Blending Legacy and Identity) - To complete the redesign, I incorporated symbols from the original Municipal Borough of Wimbledon coat of arms, tying the badge to the town’s rich heritage. The “AFC” was vertically aligned through the centre of the crest, symbolising the club’s forward momentum, while “Wimbledon” was prominently displayed at the top to reflect the pride of its community.
Typography - To complement the sleek, reimagined double-headed eagle, I chose a bold, modern typeface: Anisette Std ExBold. Its sharp, geometric lines align perfectly with the eagle’s dynamic design, while the distinctive shape of the “W” echoes the eagle’s form, almost resembling a double-headed eagle in type. This synergy between typography and emblem adds cohesion and strength to the badge, creating a unified visual identity.
Colour Palette - When AFC Wimbledon was founded, fans chose royal blue to honour the legacy of the original Wimbledon F.C. While staying true to this choice, I opted for a slightly darker tone, giving the blue a modern and refined look without veering too far into navy, thus preserving the fans’ vision.
For the secondary colour, I selected a saturated yellow to provide contrast and vibrancy. This updated yellow is more polished and professional compared to the previous shade, enhancing the badge’s contemporary appeal.
To add depth and flexibility, I introduced bright, saturated red accents. This complementary colour not only ties back to details from the original badge but also offers additional versatility in branding applications. Together, these three colours create a dynamic, modern palette that respects tradition while pushing the club’s visual identity forward.
