Branding by Popular Vote? Not for us.
In early February, Milton Keynes Dons Football Club launched a fan vote to decide the club’s new crest.
The decision to let supporters pick their new crest is an interesting one, but it raises some big questions - not just about the designs themselves, but about the process behind them.
Branding isn’t a democracy. Fans’ voices matter but shaping a club’s identity needs more than just a vote. It needs strategy, vision, and a clear sense of what the future looks like.
A club’s brand is way more than a logo. It’s the heartbeat of everything - from the way fans connect to the club, to how it’s perceived on and off the pitch.
For a vote like this to really work, there needs to be context. Right now, there’s not much explanation around; how these designs were developed, what they say about the club’s future and why one should be chosen over the others.
Without that, fans are being asked to pick something that’ll define their club without knowing the full story. And that’s a problem. Because the moment you introduce a vote, you’re also creating winners and losers - some fans will inevitably feel left behind.
When we worked with Oxford United Football Club, we listened to fans, but we didn’t hand over the keys to the design process. Instead, we took those insights and built something that evolved the club - positioning it as a forward-thinking lifestyle and entertainment brand, while staying true to its roots.
Branding is built from the inside out - it’s not just about picking a logo.
MK Dons have a massive chance here to create something truly meaningful. A new identity should unite fans, not divide them. And that happens through strategy, not just a vote.
If you’re looking to create a brand that truly connects with fans, stands out, and drives long-term success - get in touch at chris@lovegunn.co
Branding by Popular Vote? Not for us.
In early February, Milton Keynes Dons Football Club launched a fan vote to decide the club’s new crest.
The decision to let supporters pick their new crest is an interesting one, but it raises some big questions - not just about the designs themselves, but about the process behind them.
Branding isn’t a democracy. Fans’ voices matter but shaping a club’s identity needs more than just a vote. It needs strategy, vision, and a clear sense of what the future looks like.
A club’s brand is way more than a logo. It’s the heartbeat of everything - from the way fans connect to the club, to how it’s perceived on and off the pitch.
For a vote like this to really work, there needs to be context. Right now, there’s not much explanation around; how these designs were developed, what they say about the club’s future and why one should be chosen over the others.
Without that, fans are being asked to pick something that’ll define their club without knowing the full story. And that’s a problem. Because the moment you introduce a vote, you’re also creating winners and losers - some fans will inevitably feel left behind.
When we worked with Oxford United Football Club, we listened to fans, but we didn’t hand over the keys to the design process. Instead, we took those insights and built something that evolved the club - positioning it as a forward-thinking lifestyle and entertainment brand, while staying true to its roots.
Branding is built from the inside out - it’s not just about picking a logo.
MK Dons have a massive chance here to create something truly meaningful. A new identity should unite fans, not divide them. And that happens through strategy, not just a vote.
If you’re looking to create a brand that truly connects with fans, stands out, and drives long-term success - get in touch at chris@lovegunn.co
