Cherries Trust reveal new branding

Cherries Trust reveal new branding

At its Board Meeting on 22 January 2023, the Cherries Trust Board approved the release of a new brand identity for the Trust. Our new branding reflects the renewal of the trust, mirroring the recent change in ownership at the football club and a renewed working relationship with the football club.

Our new identity reflects the Trust’s close ties with AFC Bournemouth taking the iconic image of Dickie Dowsett as a key element.

After the meeting, Dom Greenslade, the Marketing & Identity Officer at the Cherries Trust said, “The new Board came together 3 months ago and we have spent the time putting in place much needed improvements to the governance of the Trust, resilient operating practices and improving the service to our Members and others.

We have concentrated on creating a professional culture in everything we do, believing that that is the best way to gain credibility to represent the views of Members and the wider fanbase to the Club. We have undertaken a Governance Audit by the Football Supporters Association and have responded with a comprehensive set of improvements and policies. We have focused on delivering an effective and responsive service to our members through our ‘enquiries inbox’ and social media. We have a good view of what our members say our priorities should be from the recent survey. And we are growing a healthy relationship with key Officers at the Club.”

In January, the Cherries Trust Board set up workstreams to progress work on improving the way the Trust operates. The three workstreams are:

• Membership Services & Growth
• Communications & Social Media
• Rebranding & Website

The development of the new logo and image was a fundamental part of the Rebranding & Website workstream. The Trust called on the skills of its Board members and volunteers to pull together the striking new imagery. The Club was consulted on the logo to ensure that the relationship was clear but to ensure that it didn’t compromise the Club’s own need for coherent branding.

Greenslade continued, “The new logo signals the start of the next stage of our journey. A new beginning in some ways. It recognises the past and the efforts of Board members to keep the Trust focused and operating even through the rigours of the pandemic, whilst at the same time it reflects the need for renewal and change.

This is the first deliverable from the Branding & Website workstream and is a key building block for the creation and launch of our new website due towards the end of the football season. Wouldn’t it be great if we could post our first website news article celebrating the retention of Premier League status for the Club!”