Oxford United Delivered a Masterclass in Rebranding Its Visual Identity

The London-based agency LoveGunn collaborated with the club to design a new visual identity, aiming to merge its historical and cultural heritage with future commercial aspirations.

The world’s most prestigious university and a dynamic new partnership with the LoveGunn studio—Oxford United, a club competing in the Championship, has launched a rebranding initiative to expand its commercial strategy and reach a new audience.

The Club’s visual identity

The visual project presented by LoveGunn draws inspiration from the city’s historic architecture, referencing the spires of churches and educational buildings, many of which are linked to the university.

The spires and undulating skyline have been used as central elements, while the logo featuring the iconic ox has been reimagined in three typographic variations designed for different contexts, with varying levels of line detail ranging from intricate articulations to a flat, minimalist design.

“We approached this project with the respect it deserves, ensuring that every decision—no matter how progressive—honored the club’s rich heritage and the deep cultural connection it shares with its supporters”, said Tom Love, creative director of the studio.

Commercial opportunities and fan reactions

The visual refresh is, of course, designed to appeal to new commercial stakeholders, focusing on a flexible branding system that allows the club to attract an audience passionate about football while also enhancing the cultural heritage of the team and its urban setting.

Fan reactions will play a crucial role in measuring the project’s success, but according to LoveGunn, the sentiment has been overwhelmingly positive.