Al-Wehda Club is a multi-sports club team from Mecca, Saudi Arabia, founded in 1945. The football section was recently promoted to the Saudi Premier League. The board of the club hired 3e60 creative agency to create a new brand identity. My role consisted in creating their new cartoon logo and a mascot character.
The new club’s logo doesn’t include religious or cultural references, it sparked controversy in social media minutes after it was unveiled. A very radical change aimed at a new generation of fans. Perhaps some will not accept it now, but if the idea succeeds, everyone will applaud it.
With the recent promotion to the SPL Premier League Al-Wehda Club won the access to the SPL mascot character squad. Since the mascot design is a key element in the brand activation, the ball in the old logo was changed by an animal. The chosen one was the Dragon on fire.
Different elements in the brand identity kit: badge, text logo, icon and mascot design.
The Team Badge works perfectly over light and dark backgrounds and also in limited palette of colors.
Al-Wehda kit for the season 2018 – 2019 has red and white as primary colors. For the second and third uniform they used different black and yellow colors.
*** Non-Official products, visuals created to expose brand usage.
– Pietro Scanziani – CEO at 3e60