The Club - 2015 Badge Redesign

Back in May 2015, a new era of history was made when the Reds, with the help of graphic design artist Chris Payne, launched the brand new Alfreton Town badge.

Now thanks to Chris Payne, fans can revisit the story behind the redesign of the Reds badge and we very proud of our modern identity ever since it's introduction back in 2015.

A badge which aimed to show a new future mixed with its past, the badge features strong images that pay tribute to the deep character of Alfreton and the town's founder. The centre-piece features a striking image of King Alfred the Great, the town’s builder and namesake.

Early versions of the ATFC badge featured images of King Alfred and it is with great pride that back in 2015, our new modern look reintroduced King Alfred as the focal point of the badge.

The Reds worked alongside American-based graphic design artist Chris Payne who designed the new badge based on his love of the club and town where he grew up.

Payne researched King Alfred and found he was known for his distinctive crown. In order to give the badge a standout look, a stylised version of the crown tops the badge to add a unique and recognisable image.The addition of the digits 1959 honours the founding year of the club and is a common staple in English badges at all levels.

Chris has launched a fantastic video showing the story of our badge redesign, a link to the video and Chris's website can be found here (you may need to copy and paste the link into your search browser):

http://chrispayneportfolio.com/alfreton_town_football_club_logo_redesign_case_study

Alternatively, fans can head to our social media channels (Twitter, Facebook) and view the video there.

We thank fans for their continued loyal support and hope you enjoy watching the story of our badge redesign!

Alfreton town badge 

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