Oxford United rebrand aims to resonate beyond the pitch

The English football club, based in the historic city of Oxford, currently plays in the EFL Championship, the country’s second-highest football division. It turned to creative agency LoveGunn to craft a new brand identity that is rooted in community and aspiration.

With the explicit intention of rolling out a new identity that could speak to an audience beyond the club’s Kassam Stadium pitch, LoveGunn opted to incorporate the city’s global reputation.

The resulting design, which plays on ‘OX’ imagery and the city’s skyline, symbolises ‘education, enlightenment, and empowerment’. The design deviates from typical, high-energy sports graphics, instead favouring a more considered approach.

Adam Benson, chief commercial and marketing officer at Oxford United, says, “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. 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.”

LoveGunn’s creative director, Tom Love, adds, “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.”