Oxford United Football Club is proud to announce the launch of its bold new brand identity, crafted in collaboration with LoveGunn. The rebrand marks a significant moment in the club's history as it seeks to transcend traditional football club boundaries and build a lasting connection with its community and supporters.
The club turned to LoveGunn to help define a brand that was both authentic and inspiring, offering more than just football—a vision that resonates with people beyond the pitch.
Through research and insight, LoveGunn identified an opportunity to leverage the global reputation of Oxford as a city of education, aspiration, and betterment. The result is a brand that taps into the spirit of intellectual achievement and cultural pride, distilling these qualities into a more inclusive, empowering, and authentic visual identity.
LoveGunn Creative Director, Tom Love says “The goal was to create a brand that connects with people from all walks of life, encouraging them to aspire for greatness—whether they are at the game or part of the broader community.”
At the heart of this rebrand is a flexible brand system designed to bridge the legacy of Oxford United as a football club with its evolving role as a community connector and cultural curator. The visual identity centres on the ‘OX’ imagery and an iconic spire graphic inspired by Oxford’s historic skyline, symbolising education, enlightenment, and empowerment.
“The club is about much more than football. It’s about empowering people, bringing them together, and helping them realise their potential both on and off the pitch,” said Adam Benson, Chief Commercial & Marketing Officer at Oxford United. “Our new identity reflects this ambition. We’re not just a football club; we are a part of the community and the city’s culture.”
The rebrand challenges conventional sports graphics, focusing on raw emotion and authenticity. It moves away from high-energy, typical sports visuals and instead takes a more considered approach to art direction, ensuring that the club's messaging is engaging, reflective, and empowering.
With a design system built for flexibility and resonance, Oxford United is ready to push the boundaries of what it means to be a football club, uniting fans through more than just the game itself.
About Oxford United Football Club
Oxford United Football Club is a professional football club based in Oxford, England. Established in 1893 and playing at the Kassam Stadium, the club competes in the EFL Championship, with its Women's Team playing in the National League Southern Division. Oxford United is committed to empowering its community through football and its broader cultural initiatives.
Press coverage includes (click to see full story):
For more information on this project contact chris@lovegunn.co
Oxford United Football Club is proud to announce the launch of its bold new brand identity, crafted in collaboration with LoveGunn. The rebrand marks a significant moment in the club's history as it seeks to transcend traditional football club boundaries and build a lasting connection with its community and supporters.
The club turned to LoveGunn to help define a brand that was both authentic and inspiring, offering more than just football—a vision that resonates with people beyond the pitch.
Through research and insight, LoveGunn identified an opportunity to leverage the global reputation of Oxford as a city of education, aspiration, and betterment. The result is a brand that taps into the spirit of intellectual achievement and cultural pride, distilling these qualities into a more inclusive, empowering, and authentic visual identity.
LoveGunn Creative Director, Tom Love says “The goal was to create a brand that connects with people from all walks of life, encouraging them to aspire for greatness—whether they are at the game or part of the broader community.”
At the heart of this rebrand is a flexible brand system designed to bridge the legacy of Oxford United as a football club with its evolving role as a community connector and cultural curator. The visual identity centres on the ‘OX’ imagery and an iconic spire graphic inspired by Oxford’s historic skyline, symbolising education, enlightenment, and empowerment.
“The club is about much more than football. It’s about empowering people, bringing them together, and helping them realise their potential both on and off the pitch,” said Adam Benson, Chief Commercial & Marketing Officer at Oxford United. “Our new identity reflects this ambition. We’re not just a football club; we are a part of the community and the city’s culture.”
The rebrand challenges conventional sports graphics, focusing on raw emotion and authenticity. It moves away from high-energy, typical sports visuals and instead takes a more considered approach to art direction, ensuring that the club's messaging is engaging, reflective, and empowering.
With a design system built for flexibility and resonance, Oxford United is ready to push the boundaries of what it means to be a football club, uniting fans through more than just the game itself.
About Oxford United Football Club
Oxford United Football Club is a professional football club based in Oxford, England. Established in 1893 and playing at the Kassam Stadium, the club competes in the EFL Championship, with its Women's Team playing in the National League Southern Division. Oxford United is committed to empowering its community through football and its broader cultural initiatives.
Press coverage includes (click to see full story):
For more information on this project contact chris@lovegunn.co
