Developing the Victoria Park Brand

A crucial milestone in realising the vision for Guernsey’s new ‘Home of Football’ was choosing a name and developing its striking new logo. Peter Furness, the lead creative at local design agency Stratagem Design, who won the project, explains the various processes involved.

What’s in a name?
The first step in the design process was establishing a new name for the stadium. Many options were considered and reviewed before the final name was decided. ‘Victoria Park’ was a clear front-runner due to the venue’s location on Victoria Avenue and the ground’s recreational and unifying identity. Once the Steering Committee had agreed on the name, the design process to create the logotype could begin.

As is typical with most design processes, we start with pencil and paper, refining and reviewing many options and considering colours, formats, fonts, and rationale behind the visual look and feel. Eventually, this leads to us choosing and working up the final selection to develop a more polished design.

Guernsey Green
It was established early in the design process that green would be the dominant colour base due to its place in Guernsey’s cultural and sporting heritage. This choice also supports the outdoor nature of the facility.

One of the design principles was that the final logo should relate to the product it was offering, albeit in a subliminal way. With that in mind, the use of a ‘V’ was chosen to support Victoria Park, and the logo shape was designed to reflect the sport of football.

“A ‘V’ was chosen to support Victoria Park, and the logo shape was designed to reflect the sport of football”

Three Vs
The final design comprises three ‘V’ shapes that have been distorted to subliminally reflect blades of grass and form a circular shape. This has resulted in a logo that is an abstract reflection of both blades of grass and a football.

As a final touch, the centre of the finished logotype also created, albeit subtly, a heart shape that reflected the brief by supporting the community element of Victoria Park – an inclusive, welcoming community venue with football firmly at its heart.