TwelfthMan were commissioned by Manchester City to help revitalise the club’s visual identity. With unparalleled successes both on and off the on the pitch, the club deserved a bold, fresh and modern identity to match their ambitions, with a clear focus on creating a lifestyle-focused brand.
Creative strategy
The concept of Modern Industrious was born out of a collaborative process with key stakeholders from across the club and City’s in-house creative agency City Studios. Inspired by Manchester’s industrial heritage and the modern approach to football the club now pioneers, it is an identity which is full of character, ingrained in the culture of the city and the club. Mancunian to its core.
Injecting vibrancy
Keeping sky blue at its core, we rejuvenated the City colour palette into an exciting, digital-first set of colours, injecting vibrancy into the brand. Bright, bold and unexpected, this fresh new approach to colour signals a new era for the Manchester City visual identity.
A modern classic typeface
Our new typeface for City is a modern interpretation of typography rooted in the industrial heritage of Manchester. Called Kippax Modern – a nod to the club’s heritage – it is hardworking, full of character, bold and uncompromising whilst also being friendly. It is global, approachable and timeless, just like City.
An authentic graphic language
A core element of the City badge is the ship which we heroed through a set of bold and dynamic crops. In addition we created a dynamic and vibrant pattern based on the burgee of the ship. These simple elements created a brave new visual approach for City, both striking and iconic, rooted in the clubs heritage.
We also created a bespoke set of glyphs as a visual language inspired by the club and the city of Manchester. Used across the brand these symbols tell stories and celebrate fan culture.
