With this personal project, I turned my attention to a project that’s particularly close to home: Penzance AFC, my hometown club. Their current badge is based on the Penzance town coat of arms, and while it holds sentimental value to the town and the club’s supporters, its traditional heraldic style doesn’t align with the cleaner, more versatile standards of modern sports branding.

With that in mind, my goal was to create a fresh, bold identity that feels just as proud and powerful, but also works seamlessly across digital, print, merchandise, signage and more. I wanted to preserve subtle references to the original coat of arms while introducing a bold new focal point: the magpie, a nod to the club’s long-standing nickname, “The Magpies”.

Penzance Association Football Club is a Charter Standard Football Club based in Penzance, Cornwall in the United Kingdom. The club were established in 1888 and were founding members of the South Western League in 1951, they maintained membership of that league until 2007, when they joined the newly formed South West Peninsula League Division One West. In common with many other teams that play in black-and-white stripes, Penzance AFC are nicknamed "The Magpies".

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