News Summary

• Creative agency Music, in collaboration with F37 Foundry, translate the architectural references to Fulham and the heritage of Fulham as a football team into a functioning type system.
• Kicking off the identity is the development of a bespoke typeface called FFC Original, which borrows from a piece of hand-rendered lettering found within Craven Cottage.
• Its simplicity, strength and character bridges heritage and the contemporary, positioning Fulham F.C as a club that recognises and honours history whilst having the flair to move seamlessly into the future.
• Another element of the refresh is the club’s 2026/27 away kit campaign, which is inspired by the language of the 90s with a film that combines new typography with an irreverent approach.