The new look features a simplified version of the symbol, paying homage to the Prince Rupert original with a crisp silhouette form. In the new brand iteration, the tower coexists with the crest, “serving different purposes but under one story and shape,” adds Matt. While the tower continues to function as the pulse of the brand ecosystem, it seems the fever around the mark has caught on at DixonBaxi too. “We are all a little obsessed with the ‘Tower’, Matt explains. “We turned it into an emoji on Slack and it’s one of the most used reactions at DixonBaxi. One of our designers even got the ‘Tower’ tattooed on his leg.”
With the Prince Rupert Tower sitting at the heart of Everton Football Club’s crest since 1938, DixonBaxi has recently faced the considerable challenge of deciding how to remake it. Called on board to carry out a full rebrand for the club, the London design agency has rooted the fresh look in the club’s visual history. Fans glancing through the renewed branding are likely to spot a whole range of motifs plucked from its heritage. Plus, fans will be pleased to know that DixonBaxi’s approach to the tower channels a refreshing ‘if it ain’t broke’ mentality. “We felt that the version displayed on the shirt, which is loved by fans, need not be touched for the sake of creating a brand,” says senior designer Matt Caldwell.
The tower form extends even further across the work; the custom typeface, Rupert Condensed, is in fact, cut from the same cloth, featuring similarly dynamic angles and pointed tips. DixonBaxi has also developed a series of patterns which sees the symbol repeated across various touchpoints. According to Matt, the addition provides “a sophisticated edge to the brand toolkit which allows us to stitch detail into physical items”; it will also appear in the home kits for the 2022/23 season.