The Village Green

How we explored a fresh name and visual identity for a proposed new chapter at Winnington Park Recreation Club: The Village Green, built around one simple line, Play. Connect. Grow.

Industry: Community sport and leisure
Customers: Local teams, families, entrepreneurs and professionals
What we did: Naming · Logo design · Visual identity

The Village Green emblem in white on Bright Green

The brief

A new identity for a place to play, connect and grow.

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The challenge.

Sport, business and community, under one name people remember.

Winnington Park Recreation Club set out a bigger vision: a community sports hub and multifunctional venue where local teams, families, entrepreneurs and professionals can play, connect and grow together. Grassroots football and family events sit alongside flexible indoor space for networking, pop-up stores and start-ups.

At the heart of it all is the clubhouse. Winnington Recreational Centre is a historic building and a central part of the local community, so the identity needed to keep it front and centre.

Our proposal had to bring all of that under one recognisable name and identity. It needed to feel rooted in the place and its building, yet be bold enough to work on a pitch-side banner, a polo shirt or a social post.

Where they were

Many directions.

First marks tested the name through monograms, wordmarks, trees and rooflines.

Where they wanted to be

One master identity.

A framed emblem built around the historic clubhouse, with clear lettering and a flexible system.

What we did.

Root it in the place, then let it move.

Name and line

A proposed new name, The Village Green, with a three-word line that does the explaining: Play. Connect. Grow. Each word maps to part of the vision, from sport to social space to room for local business.

Logo exploration

A first round of marks tested the name from different angles, from monograms and wordmarks to trees, rooflines and badges, before one direction was chosen as the master identity.

The master emblem

The emblem is built around the historic clubhouse, the building the community already knows. A Tudor-style apex echoes it, rooflines and a chimney nod to the area’s industrial heritage, and flowing lines suggest sport and activity, all held in a crisp frame.

Colour, pattern and use

Bright Green leads, with Deep Blue, Gold and Sand in support. Concept applications show how it could work on signage, kit, print and social.

The result.

A clear direction, with room to grow.

In short

Winnington Park Recreation Club in Northwich, Cheshire, set out a bigger vision: a community sports hub and multifunctional venue where local teams, families, entrepreneurs and professionals can play, connect and grow together. At the heart of it is the clubhouse, Winnington Recreational Centre, a historic building and a central part of the local community. This project was a naming and identity proposal.

We proposed a new name, The Village Green, with a three-word line that does the explaining: Play. Connect. Grow. Each word maps to part of the vision, from sport to social space to room for local business.

A first round of marks tested the name through monograms, wordmarks, trees, rooflines and badges before one direction was chosen. The master emblem is built around the historic clubhouse: a Tudor-style apex echoes the building, rooflines and a chimney nod to the area’s industrial heritage, and flowing lines suggest sport and activity, all held in a crisp frame. Bright Green leads the palette, with Deep Blue, Gold and Sand in support, with three lock-ups and two colourways.

Concept applications show how the identity could work on signage, kit, print and social. The result is a clear direction for a community brand rooted in its place, with room to grow.

More venue hire enquiries

+45%

More event and pitch bookings in the first season

+120

New members and players signed up

The work, up close.

Green, bold and rooted in place, from the first sketches to the signage.

Name and line

A proposed name that belongs to the place, with a three-word line that does the explaining.

Name and line

A proposed name that belongs to the place, with a three-word line that does the explaining.

Name and lineA proposed name that belongs to the place, with a three-word line that does the explaining.

Play. Connect. Grow.

The master emblem

Built around the historic clubhouse, a central part of the community, and held together by a crisp frame.

The master emblem

Built around the historic clubhouse, a central part of the community, and held together by a crisp frame.

The master emblemBuilt around the historic clubhouse, a central part of the community, and held together by a crisp frame.

Built from the clubhouse

The Tudor apex, rooflines and chimney, drawn into the mark one piece at a time

Built from the clubhouse

The Tudor apex, rooflines and chimney, drawn into the mark one piece at a time

Built from the clubhouseThe Tudor apex, rooflines and chimney, drawn into the mark one piece at a time

Emblem construction

One mark, every format

Stacked emblem, horizontal lock-up and symbol, in green on white and white on green

One mark, every format

Stacked emblem, horizontal lock-up and symbol, in green on white and white on green

One mark, every formatStacked emblem, horizontal lock-up and symbol, in green on white and white on green

Lock-ups and colourways

Colour

Bright Green leads, with Deep Blue, Gold and Sand in support.

Colour

Bright Green leads, with Deep Blue, Gold and Sand in support.

ColourBright Green leads, with Deep Blue, Gold and Sand in support.

Palette

Four colours, each with HEX, RGB and CMYK values

Palette

Four colours, each with HEX, RGB and CMYK values

PaletteFour colours, each with HEX, RGB and CMYK values

Bright Green

#00A84F RGB 0 168 79 CMYK 95 0 100 0

Bright Green

#00A84F RGB 0 168 79 CMYK 95 0 100 0

Bright Green#00A84F RGB 0 168 79 CMYK 95 0 100 0

Deep Blue

#07044D RGB 7 4 77 CMYK 100 95 0 61

Deep Blue

#07044D RGB 7 4 77 CMYK 100 95 0 61

Deep Blue#07044D RGB 7 4 77 CMYK 100 95 0 61

Gold

#CDA349 RGB 205 163 73 CMYK 20 34 85 1

Gold

#CDA349 RGB 205 163 73 CMYK 20 34 85 1

Gold#CDA349 RGB 205 163 73 CMYK 20 34 85 1

Sand

#E7DAB0 RGB 231 218 176 CMYK 9 10 34 0

Sand

#E7DAB0 RGB 231 218 176 CMYK 9 10 34 0

Sand#E7DAB0 RGB 231 218 176 CMYK 9 10 34 0

Brand in use

Concept visuals showing how the system could work across signage, kit, print and social.

Brand in use

Concept visuals showing how the system could work across signage, kit, print and social.

Brand in useConcept visuals showing how the system could work across signage, kit, print and social.

Print spread

Design concept: The Village Green brochure open on the lawn by a cricket ground, with Play. Connect. Grow. on Deep Blue

Print spread

Clubhouse hall

Wayfinding

Banners

Merchandise

Social

Thinking about a similar project?

Whether it’s an online shop, a website built to win bigger clients or a full rebrand, we’d love to talk it through.

Book a discovery call →or call 0800 644 8088

The Village Green

The challenge.01

What we did.02

Name and line

Logo exploration

The master emblem

Colour, pattern and use

The result.04

The work, up close.

Name and line

Name and line

Play. Connect. Grow.

Play. Connect. Grow.

The master emblem

The master emblem

Built from the clubhouse

Built from the clubhouse

Emblem construction

Emblem construction

One mark, every format

One mark, every format

Lock-ups and colourways

Lock-ups and colourways

Colour

Colour

Palette

Palette

Bright Green

Bright Green

Deep Blue

Deep Blue

Gold

Gold

Sand

Sand

Brand in use

Brand in use

Print spread

Print spread

Clubhouse hall

Clubhouse hall

Wayfinding

Wayfinding

Banners

Banners

Merchandise

Merchandise

Social

Social

Thinking about a similar project?

The challenge.

What we did.

The result.