Behind The Badge

A Crest Built for Growth

As AFC Rugby grows, with the introduction of youth teams and a wider club structure, it was important for us to establish an identity that can scale with us.

The crest gives us a consistent visual foundation across all teams, from senior football through to youth development.

It allows us to present ourselves as one club, ensuring every team, player and supporter is part of the same identity.

Design Approach

The crest has been designed with clarity, balance and longevity in mind.

We chose a circular format for its strong association with traditional football identity, while also giving us a clean and structured layout that works across a wide range of uses.

The design focuses on legibility and impact, so it remains clear whether it’s on a shirt, on a phone or in print.

The Bear

At the centre of the crest sits the bear, inspired by the historic Warwickshire symbol and reworked into a forward facing design.

This gives us a more direct and recognisable mark, with a stronger presence across all environments.

The bear represents strength, resilience and competitiveness, reflecting both our standards now and where we want to get to as a club.

Positioned at the core of the badge, it ensures the identity stays consistent and instantly recognisable across everything we do.

The introduction of our new AFC Rugby crest marks an important step in the development of the club.

While we are still early in the journey, the focus is on building things properly from the start. Establishing a strong, consistent identity now puts us in a position to grow in a clear and structured way.

With new teams coming in and the club continuing to develop, the crest gives us a foundation we can build on at every level.

It reflects where we are today, and the direction we are heading in.

A Clear Direction