With Goodison Park approaching its final season as the cherished home of Everton Football Club, we set out to develop a distinct and unique identity to mark this significant chapter in our history.
The brief? To capture the essence of the stadium's rich heritage and its importance to fans. To reflect all that makes the Old Lady grand and pay fitting homage to those who have performed on her stage.
Understanding that every Evertonian has their own unique relationship with the stadium, we believed it crucial to explain the narrative behind the identity and how we intend it to be used.
To show how we arrived where we did, inspired by Our Home. Our Past. Our Identity.
“I was running back to the centre circle after I scored the second goal against Liverpool and pure elation welled up inside me. I remember thinking, I just love this place –
I want this place forever.”
Alan Ball
"When Evertonians have their blood up, encouraging the team and claiming every decision, it is the greatest place in the world to play your football. I swear, I’ve been on the pitch and felt this place shake."
Duncan Ferguson
Inspired by our past.
During the extensive research process, our designers found themselves frequently returning to the iconic photographs of the former main entrance to Goodison Park, located on Goodison Road. Specifically, they were drawn to the serif lettering above the original doors - ‘Everton Football Club’.
They duly set out to capture the classic and timeless style of those letters in creating an interpretation that would remain authentically true to Goodison’s history and traditions. The font was finalised after studying archive photos, and this enhanced typography now stands proudly as the focal point of our creative.
“I especially like how the font has been adapted from the famous Goodison Road entrance. Not only was it iconic and striking to look at but it was also the opening through which some of Everton’s greatest players first entered the stadium and where so many Everton journeys began."
Richie Gillham
Secretary of the Everton Heritage Society
Inspired by our home.
In crafting the brand for Goodison Park's final season, we delved into the stadium's features, seeking inspiration from its architectural heritage. The team felt incorporating the criss-cross motif of Archibald Leitch's iconic design was the perfect homage to the visionary whose work has been synonymous with the stadium since the early 1900s.
Wanting to ensure the final identity was unique to Goodison’s farewell campaign, our designers aimed to take a fresh approach to the motif and, by withdrawing the vertical and horizontal lines, were left with a series of angles that bring a modern twist, while acknowledging and celebrating the stadium's architectural charm.
Inspired by our identity.
Several variations of the identity have been produced, each one using a Club crest to acknowledge the different eras that make up Goodison’s 132-year history. Starting with the very first crest adopted in the 1920s all the way to our current iteration, this dynamic use of the artwork ensures no team, no icon, no story goes unrecognised.
Going forward, the brand will continue to evolve and be used in innovative and inspiring ways, telling the closing chapter of the Goodison story and celebrating all that has made a stadium our ‘home’.
Our Home. Our Past. Our Identity.
Goodison Park.
Several variations of the identity have been produced, each one using a Club crest to acknowledge the different eras that make up Goodison’s 132-year history. Starting with the very first crest adopted in the 1920s all the way to our current iteration, this dynamic use of the artwork ensures no team, no icon, no story goes unrecognised.
Going forward, the brand will continue to evolve and be used in innovative and inspiring ways, telling the closing chapter of the Goodison story and celebrating all that has made a stadium our ‘home’.
Our Home. Our Past. Our Identity.
Goodison Park.
