Custom Typeface Kicks Off Football Club Rebrand

With a proud history stretching back to 1872 in Scotland, Rangers Football Club is one of the world’s oldest. Recently, Rangers approached See Saw Creative to rebrand the club. The goal: retain the core assets and heritage of the Rangers, while modernizing and evolving its visual style for a digital era and in support of the club’s international fan engagement ambitions.


Partnering with See Saw, well-known typographer Craig Black crafted a custom typeface, Rangers Display, which includes serif kicks that echo those of the bluebells at Ibrox Stadium’s iconic gates and take cues from the entrance floor mosaic. The typeface is being applied across all elements of the Rangers brand from marketing, social media and signage to the players’s names and numbers on the back of the football strips.



Famously and forever blue, See Saw also revitalized the existing color palette to make a strong visual impact in particular across the busy digital environments. Replaced by a more vibrant “True Rangers Blue” and red tones alongside the introduction of a complementary secondary color palette ensuring the club’s brand identity now stands out regardless of medium.


Of the entire project, James Bisgrove, Rangers’ Director of Commercial and Marketing says: “This evolution of our brand identity… will provide us a springboard to grow global audiences and, ultimately, drive greater commercial revenues.