June 22 2023,
Wakefield AFC is delighted to unveil its new club badge. This significant milestone celebrates our recent move to the City of Wakefield and culminates a transformative two-year period where we reshaped the club, both on and off the field.
As a new football club, we have no option if not approach things differently. That’s why we use analytics, advanced performance tracking and play a young squad with an average age under 23 years old. That’s also why we also focus on the fans and play out of a state-of-the-art stadium even though it wouldn’t be necessary at this level of football – we want our players and fans to have the best possible experience while being part of this journey. When thinking about the badge we had to use the same logic and in shaping our club’s unique identity, we sought to steer clear of conventional, heritage-based symbols.
To develop the badge, Wakefield AFC collaborated with John Whitaker from Wakefield Council to identify meaningful symbols present and past.
The chosen elements—the Peregrine Falcon, a resident of the Wakefield Cathedral encapsulates is a very strong symbol and on top of being a beautiful bird is the fastest predator on the planet. More importantly, like us, the peregrines were not here for generations but have chosen the City of Wakefield as their home. The Wakefield Sword is a tribute to our shared appreciation for British medieval history and a nod to the City’s past. Both elements now form the core of the club’s badge.
In translating this vision into reality, award-winning football designer Christopher Payne played a pivotal role. With his patience, adaptability, and forward-looking approach, Payne crafted a badge that has been enthusiastically received by players, staff, fans, and Wakefield Junior kids.
This new visual identity will be integrated across all the club’s branding and marketing materials, website, and social media platforms, as well as featured prominently on the new kit for the upcoming season.
The updated badge is not just a visual change but another step in our journey to build a new and self-sustainable football club that can be an asset for the community for years to come. We are excited about what’s coming next and the excitement about our move to the city is palpable. We can’t wait to get the season started and build the club together with our fans.
