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.
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
The stadium of the future: business, technology, and relationships in an evolving ecosystem
The modern stadium is no longer just a simple arena dedicated to sports but a continuously evolving ecosystem capable of integrating business, entertainment, and relationships. This was the central theme of the panel at SFS organized by Infront, featuring experts such as Javier Doña (Senior Stadia and Sports Management Advisor – Grandstand JD), Rolando Favella (Udinese), Alessandro Giacomini (Infront), and Stefano Deantoni (Infront), key figures in the management and innovation of sports facilities. The discussion highlighted how stadiums have become true
SFS24, The value of female leadership football
The last panel of the second day of SFS, in collaboration with Fortune Italia, shed light on female leadership in sports, exploring experiences and strategies that have contributed to transforming the sector. In recent years, the role of women in football has become increasingly significant, with tangible progress yet still many challenges to overcome. The panel featured prominent figures from the Italian sports scene: Silvia Salis, Vice President of CONI, Milena Bertolini, former head coach of the Italian women's national team,
SFS24 REPORT: LET’S TALK NUMBERS!
Once again, SFS has established itself as an unmissable event for the football industry, attracting an ever-expanding B2B audience. 2024 has been a year of remarkable growth for the event, both in terms of participation and impact, cementing its position as one of the most authoritative platforms for networking and innovation in the sports industry. An incredible milestone, made possible by the 70+ partners who believed in this project! The Stadio Olimpico in Rome welcomed over 4,000 attendees, including professionals, managers, and
SFS INSIGHT: EXCLUSIVE INTERVIEW WITH LEANDRO PETERSEN
Leandro Petersen, Chief Marketing Officer of AFA (Selección Argentina de Fútbol), was one of the key figures at the SFS, where he shared his vision on the transformation of the Argentine Football Federation. In an exclusive interview recorded at the SFS studios, he delved into the pillars of AFA’s commercial growth, exploring how digital innovation, economic strategies, and global impact have reshaped Argentine football. Since joining the federation before the 2018 World Cup, Petersen has led a strategic transformation that has
Exclusive SFS24: the Serie A festival presented
During SFS24, Lorenzo Dallari (Editorial & Social Director of Lega Serie A) and Luigi De Siervo (CEO of Lega Serie A) presented the upcoming edition of the Serie A Festival, an event designed to bring Italy’s top football league closer to the general public. The festival offers a space for dialogue, discussion, and the celebration of football in all its facets. The event, created with the goal of showcasing Serie A in an innovative and accessible way, will take place from
Javier Tebas at SFS: the future of La Liga between financial fair play, piracy fight, and global growth
The president of LaLiga, interviewed by Sky Sport journalist Giorgia Cenni at SFS24, discussed economic sustainability, global expansion, and threats like online piracy, outlining the strategic vision for Spanish football. At SFS, Javier Tebas, the head of the Spanish league, provided a detailed overview of the challenges and opportunities facing Spanish football and, more broadly, the international football landscape. La Liga has long been a benchmark for sustainability and sporting success. Over the past ten years, Spanish teams have dominated on
SFS24: The Importance of Data in the Football Industry
The Changing World of Football Transfers Data Intervention, one of the most anticipated panels of the seventh edition of the SFS, offered an illuminating insight into the impact that artificial intelligence (AI) and data analysis are having on football, particularly in scouting and transfer processes. Some of the industry’s leading experts took the stage: Cenk Ergun, former Sporting Director of Galatasaray, Nicola Innocentin, CEO of Global Football Service, K. Tarkan Batgun, CEO of Comparisonator, and Steven Vanharen, Technical and Sporting Director
The Diarra Case and Sports Justice: Football Between Courts and International Regulations
Can a court judgement change the rules of the game?The panel “Players’ rights and club interests: the effects of the Diarra ruling” shed light on one of the most complex cases in modern sports justice, sparking new reflections on the balance between sports law and EU law. Moderated by Sky Sport journalist Marina Presello at SFS24, the panel featured Claudia Romanelli (P&P Sport Management), Roberto Chieppa (President of Section at Consiglio di Stato), and Carlo Rombolà (UEFA Academy Alumni Association). Lassana
“Playing for Italy is a privilege and a responsibility”, said Bernardo Corradi at SFS24
During SFS24, the event that annually brings together experts and key players in the football industry to discuss its evolution, Bernardo Corradi shared his experiences from past to present, retracing his journey from being a National Team player to coaching Italy’s U-20 side. Moderated by DAZN journalist Barbara Cirillo, the panel offered an insightful reflection on the modern role of a coach and the importance of communication and personal growth for young players. With 246 Serie A appearances, 56 goals, and