Passion project for the rebrand and design of the Kent Football United Club crest.

Kent Football United Football Club was founded in 2010 and is a semi-professional football club based in Dartford, Kent. They are currently members of the Southern Counties East League Division One and play at the Glentworth Sports Club. There Ladies team compete in the London South East Regional Women's Premier Division (Step 5). They also run numerous youth teams.

The KFU crest is quite new like the team (formed in 2010) and seems to adopt the basic format of the AC Milan badge structure while utilising the Inter Milan colour scheme. Naturally the colours (blue, black and white) directly relate to the colours used by KFU also. As you can see, the cross and club name from the AC badge have been replaced by the clubs initials, a star and a horse (represents Kent).

In my opinion the shape and style looks far to similar to the AC Milan crest and therefore needs a complete refresh. The horse is also a key factor; being on the existing crest and also being the recognisable symbol of the county of Kent (again, the teams name). 

For the redesign of the Kent Football UTD crest I chose to take the majority of the elements that already existing on its previous crest and display them with more purpose. The colour scheme has remained the same throughout. The stripe aspect from the previous design has been toned down, however the use of thick black lines on the logo acting as borders serves a similar purpose. I also incorporated a slight stripe background for texture. 

On the previous design, the horse was smaller. I wanted the horse to form the main structure behind the new badge. The emblem of Kent is a horse and with the name of the team being 'Kent Football', it only made sense to ensure the animal was the main feature of the crest.

The club initials with the star above was directly take from the previous crest design and works well where it is positioned in this dynamic crest shape. I chose to use a pentagon shape to completely deviate away from the traditional circular shapes of many badges. The Sharpe edges, thick lines and bold colours ensure that this new crest is modern looking and easily identifiable.