Hendon FC: Complete Concept Rebrand.
About CLUB ROOTS
I’m Jacob Mistry, the one writing these blogs, designing the logos, and obsessing over how non-league football clubs can grow their potential. I’ve been part of the non-league world for years, so I get it—the graft, the passion, and the challenges.
CLUB ROOTS is my way of helping clubs like yours look the part, attract bigger sponsors, and build something that lasts. Whether it’s a complete rebrand, merch designs, or graphics for matchday, I’m here to make your club stand out.
- Logo & Brand Design
- Matchday Graphics
- Merch & Apparel Design
- Social Media Templates
I know budgets are tight, and volunteers are few. But with the right branding, your club can grow into something bigger—without losing its identity.
FULL CASE STUDY
Hendon FC is a club with a proud history, deeply rooted in the traditions of non-league football. Established in 1908, the club has seen decades of highs and lows, embodying the resilience and community spirit that make non-league football so special.
Currently competing in the Isthmian Premier Division, Hendon finds itself in 15th place this season, fighting to climb the table and push towards greater success. Their identity, from their badge to their kit, has always been a symbol of pride for their fans. But could this identity be elevated for a modern era? That’s the question this conceptual rebrand aims to answer.
This case study is fictional and created for portfolio purposes to showcase our design process and what CLUB ROOTS can do for non-league clubs. The branding shown here demonstrates the possibilities for your club.
The Current Badge: Memorable, but in Need of a Refresh
Hendon’s current badge is iconic within non-league football. The sheep, a symbol of the club’s heritage, takes centre stage, surrounded by bold, traditional elements. However, over time, the badge has begun to show its age. The fine details don’t always translate well across digital platforms or modern kit designs, and the colour palette feels slightly dated in today’s branding landscape. This is where our conceptual rebrand comes in – to preserve the badge’s essence while modernising its presentation for the future.
Typeface: Striking the Balance Between Tradition and Modernity
The typeface plays a crucial role in the badge’s overall feel. For Hendon FC, the typography needed to reflect both their storied history and a forward-thinking approach. We’ve opted for GOTHIKS, a clean, sans-serif typeface with subtle nods to tradition, creating a look that feels professional and timeless without being overly rigid. This ensures that the badge resonates with both long-time supporters and younger generations.
Colour Palette: Heritage Meets Sophistication
The club’s original green and white remain at the heart of the rebrand. However, we’ve updated the shades to bring a more contemporary feel – the green is deeper and richer, while the white is crisper. We’ve also introduced a modern yellow accent, complementing the primary colours and adding a fresh dimension to the badge. These modernised tones ensure Hendon’s identity stands out while staying true to its roots.
Social Media Graphics
With the fonts and colours chosen, it was time to put together a social media graphics collection. We included a line-up, match day, goal, substitution, sponsor shoutout and new signing graphic within the new designs.
The Final Badge
The final badge brings all the above elements together. As with everything we do, Hendon FC’s roots are clear to see, however the badge is now ready for the next 50 years.
In today’s football landscape, branding goes far beyond aesthetics. A strong, modern identity can attract bigger sponsors, engage fans, and create a lasting impression both on and off the pitch. For Hendon FC, this rebrand isn’t just about a badge – it’s about positioning the club for future success while honoring its storied past.
This is a conceptual project, but we believe this design could truly elevate Hendon FC’s identity. If this resonates with you, we’d love to discuss how we could make it a reality for the club. Let’s bring Hendon’s proud history into a bright, modern future.