Kelty Hearts Football Club are a football club based in the village of Kelty in Fife, Scotland. Formed in 1975 and nicknamed the Hearts and the Jambos, they play their home games at New Central Park.

The club has been showing ambition, set to compete at higher levels and showcase their potential.

As such, there’s been more investment and attention given to the club, which puts them in fine fettle for an identity update in line with their modern aspirations.

The existing club crest is as such:

The current crest features a heaty, a football, and a small traditional banner inside a two tier circle. The entire crest is in the club’s main colour of maroon, except for the gold outline and hints of black shadow on the banner.

Our Kelty Hearts Rebrand.

We gave their crest a modern twist, stripping back the design into the colour elements: The heart and the football. Instead of housing the elements within a shape, we made the main element (the heart) the shape itself. This made for a bold, and clean design. The football was reincorporated in the design to make the team instantly recognisable without the need for supporting information (such as ‘FC’ or ‘Football Club’).

We choose a modern typeface that would run no risk of falling out of fashion (such as serif fonts or conceptual typefaces).

To test the design, we created multiple kit mock-ups to see how the design may interact with different colour schemes.

Kelty Hearts Kit Mockups.

Recently, Kelty Hearts announced their 2021/22 football strips:

We took inspiration from the current shirts to create our own mockups, with the new crest idea included.

For the home strip, we decided to incorporate the white sleeves from the 1999 cup final kit.

However, for both strips we dove deeper into the history of Kelty and paid homage to the coalmining heritage of the town. We applied a ‘coal’ texture seamlessly to the home top in a secondary maroon shade, whilst we went bolder and more obvious by using a ‘black coal’ shade for the away shirt.

While this is still a work in progress, Clan United is always keen on feedback to help Football Teams achieve modern goals and aesthetic corporate identities that reflect the heart of the club.

Any feedback? Let us know.