Runner-Up: My Journey (Almost) Redesigning the Middlesbrough FC Crest
May 14, 2025
So close, yet so far… As a freelance designer with nearly two decades of experience, I’ve had my fair share of wins and losses in competitive bids.
Few projects, however, have felt as personal as being a finalist for the Middlesbrough FC crest redesign ahead of their 150-year anniversary. This tender process wasn’t just another professional opportunity—it was a chance to leave my mark on the club I’ve supported all my life.
Being a lifelong Boro fan (season ticket holder since I was 10) this project represented a rare intersection of professional ambition and personal passion. The opportunity to leave a permanent mark on the club I’ve supported through thick and thin (mostly thin, if we’re being honest) was something I couldn’t pass up, even knowing the competition would be fierce.
Over the years I’ve completed a few Boro related side-projects, such as the Ayresome Park to the Riverside digital trail, and an interactive fan map, but this opportunity to work directly with the club was a tender I felt I had to get involved with.
The 1876 Collaborative
Rather than going it alone, I partnered with local historian and fellow Boro fan Dr. Tosh Warwick to create ‘The 1876 Collaborative’ – a nod to the club’s founding year. Tosh and I have worked on many projects over the years championing the region, including several books of his. Our pitch centered on combining my design expertise with Tosh’s deep knowledge of the club’s heritage.
Our proposal was a comprehensive, three-phase approach focused on extensive fan engagement, thorough research into the club’s visual history, and a design process that would honor tradition while looking to the future. We wanted to create something that would resonate with supporters across generations, avoiding the pitfalls that have plagued other clubs’ rebrand attempts (looking at you, Leeds United).
Making It to the Final (typically ‘Boro’)
After months of preparation, research, and design work, we were first invited to present our proposal to the MFC marketing team at the Riverside Stadium. It felt a little surreal being there in a work capacity, the same building where I’ve experienced countless moments of jubilation and heartbreak as a fan.
Our presentation was well-received. The board was impressed by our local connections, our understanding of what makes Middlesbrough FC unique, and our careful approach to fan involvement throughout the process.
We were invited back, this time to pitch to a larger MFC board. We made it to the final stage of consideration, a significant achievement for a small independent operation competing against established design agencies with Premier League portfolios.
Another Boro Final Defeat
In March, we received the news – we were runners-up. The contract had been awarded to a major design agency that has previously created crests for at least one current top-five Premier League clubs.
I’d be lying if I said it didn’t sting a bit. Being a Boro fan means being well-acquainted with near-misses (off the top of my head I count six finals in my lifetime, five of them ending in defeat). This felt like adding another loss to that tally.
But as any Boro supporter knows, resilience is in our bones. The club recently confirmed they’ve notified the Football Association about the upcoming crest change, making this project very real and imminent.
Pride in the Process
Looking back at our proposal now, I remain proud of what we created. Our approach was thorough, respectful of the club’s heritage, and designed to bring fans along on the journey rather than presenting them with a fait accompli.
We spent countless hours analysing both successful and failed rebrand attempts by other clubs, developing a roadmap that would avoid the pitfalls that have caused fan backlash elsewhere. For Boro, we identified a few potential ‘sweet spots’ that would respect the core identity that have remained consistent throughout the club’s visual history while breathing new life into them.
Looking Forward
While I won’t be the designer who shapes Middlesbrough FC’s visual identity for their 150th anniversary, I remain invested in the outcome both professionally and personally. The winning agency has a tremendous responsibility on their hands, and I genuinely wish them well.
That said, they’d better not mess it up. The relationship between a football club and its visual identity runs deeper than most corporate rebrand projects. It’s about community, belonging, and shared history.
In a season where our fiercest rivals have enjoyed success while we’ve struggled for consistency, the new crest offers a chance for renewal and optimism. As both a designer and a fan, I’ll be watching the unveiling with interest.