Design the new official badge for Watford Football Club!

Creators Selected On
August 14, 2019
Following a lengthy and comprehensive process, in which WFC fans played an important part, we would like to announce that we will be retaining the current Watford badge, the final vote deciding this by a 60/40 margin. As such, there will be no change to next year’s kit and we have pressed the button on production.

- Watford FC Team

Watford FC is a Premier League football club based just outside London, UK and is known as The Hornets. Ahead of the 2020/21 season, the club is giving designers around the world the chance to design its new badge. A shortlist of designs will be voted upon by supporters worldwide before being named as the club’s new official badge, used on their kit, merchandise and across the stadium. Now is your chance to become part of the club’s history!

Design a new official badge for Watford FC that brings to life the club’s culture and nickname, ‘The Hornets' in a modern way.

Digitally design your badge as a vector, and embrace the club's spirit. Read more in the "Background to the brief" section below for full details.

Up to 5 Finalist badges will be selected from Stage 1 of this brief, and the Finalists will be challenged to develop their badge and receive £2,000 each. A fan vote will then decide if one of the Finalist badges or the existing badge will be selected to represent Watford FC from summer 2020 onwards. If one of the Finalist badges will be selected, the Selected Artist will receive an additional £8,000.

Background to the brief

Time are changing for Watford FC. For years the fans have called the team 'The Hornets', but the official badge has included a red hart, a type of deer.

Watford FC is now looking for you to:

  • Design a new badge for Watford FC that reflects their nickname, 'The Hornets'.
  • Your badge can be any shape, but it should be a distinctive shape. Watford FC like that its current badge isn't a traditional circle or shield shape.
  • Keep your badge uncomplicated and easy to recognise as a sports team.
  • Your badge should be distinctive and stand out wherever it's used (e.g. on the club’s kit or TV).
  • Create your badge as a vector, to a 1:1 ratio. Be sure to retain the high res layered files.

  • Only use the club’s colours in your badge: yellow, black, red. See the Design Guide for Pantone colours.
  • Consider that a small version of the badge may be used, so it shouldn't contain elements that won't be visible at this size e.g. fine lines, intricate detail etc.
  • Your primary badge should include the text "Watford Football Club", "Watford FC" or "Watford" in any modern style font.
  • When developing your badge design, consider that it may need to be adapted into the several variations, including a simplified badge, a secondary badge and a watermark. See examples of badge variations and Watford FC’s previous badges in the Design Guide.
  • Submit your badge design as a JPEG via the 'Participate' tab.
Stage 1: Open call
Design your badge, and submit the following versions as JPEGs/PNGs within a single submission via the 'Participate' tab:
    • A primary version of your badge (JPEG/PNG). This would be the main badge for the club and be used on the football kit and for general branding. This badge should include one of the following: "Watford Football Club", “Watford FC” or “Watford” (in a modern font).
    • A simplified version of your badge (JPEG/PNG). This is a simple version of the primary badge and would be used where a small size badge is needed e.g. online, on TV. These badges could appear on kits and would be used across merchandise. They don't usually include text to allow key elements of the badge to be easily seen.
    • Short description of your inspiration (text in English). Explain what inspired your badge design and why you feel you should be selected. Please include this in the 'Say something about your submission' section.
Take a look at the Design Guide for examples of primary and simplified badges.
Stage 2: Commission
From all submissions, Watford FC will work with a group of supporters to select a minimum of 2 and up to 5 Finalist pieces to develop the below variations of their badges:
  • A secondary version of the badge. This is an official alternative to the primary badge and would be used mostly on merchandising. This badge should include either the letter “W” or letters “WFC”, and be a unique and iconic way for Watford FC to own these.
  • A wordmark version of the badge. This is used in situations where a graphical badge would not work well, e.g. on Club media and interview boards.
When developing your primary badge, consider how it will translate into these variations. See examples in the Design Guide.

Watford FC fans will vote and decide if one of the Finalist badges or the existing one will represent their club going into the 2020/21 season!

Watford FC is different to other football clubs, always challenging football’s conventions to achieve more than expected.

Having had to wait until 1960 for a first promotion of any kind and then until 1969 to reach the second tier of the English game, the halcyon days of the 1970s & 80s were driven by Elton John and Graham Taylor who took them from the bottom of the English football pyramid to the top, finishing 2nd in the league in 1983. While doing this, they also created the first Family Club, and family and community are absolutely at the heart of Watford.

In 2012, the club was bought by Gino Pozzo and he and his team have continued these traditions. The club is now back in the top-flight, redefining how an elite football club behaves. As a club, they are putting their fans at the front of everything they do, developing connections with every supporter - past, present and future - no matter where they are in the world.

The nickname of the Hornets originates from 1959, when the club changed from playing in blue & white to yellow & black. It was chosen in a supporters’ vote and has stuck with the team ever since. In the 1960s & 70s, the club logo featured a Hornet, however this was changed to a red hart in the late 70s to reflect the county symbol of Hertfordshire, though the nickname remained.


A minimum of 2 and up to 5 badges will be selected by Watford FC. The Finalists will:
  • Be commissioned to develop variations of their badge,
  • Potentially receive exposure across Watford FC's channels,
  • Potentially receive tickets to a Watford FC game,
  • Potentially be chosen by fans as the Selected Artist,
  • Receive £2,000 as commission.

Watford FC fans can vote on the Finalist badges together with the existing badge. If one of the Finalist badges is selected, then the Selected Artist will:

  • Potentially have their badge range used as the official Watford FC badge,
  • Potentially receive exposure across Watford FC marketing and PR channels, on the kit, merchandise etc.,
  • Potentially receive a Watford FC season ticket and meet the team,
  • Receive an additional £8,000 for transferring the rights in their badge range.
  • This opportunity is open globally to those who are at least 18 years of age or the age of majority in their jurisdiction of primary residence at the time of submission. Employees and their immediate family and household members of Watford FC and Talenthouse are not eligible to participate. Void where prohibited by law.
  • Limit ten (10) submissions per artist or artist team.
  • Please note, that during the Submission Period, your submission may be featured on Watford FC's social media channels with credit given to you. Submissions will not be visible to the public until after the announcement of the Finalists.
  • All submissions must be your own original work (meaning you are not allowed to use third party pre-existing copyright materials and/or stock imagery in your submission) except for material provided by Watford FC. All rights in and to material provided are reserved by Watford FC.
  • Please create your badge in vector and retain original artwork files in the highest quality possible.
  • Each submission should include the badge variations and inspiration description detailed in "Stage 1: Open Call" above. Badges should be submitted as JPEGs within the same submission, via the "Participate tab". No photography or moving artwork please.
  • We advise you to carefully read the "Background to the brief" above and the Design Guide.
  • Artists that are not selected retain ownership in the original portions of their work, however, Watford FC has the right to promote submissions on their channels in connection with this Creative Invite for three (3) months after the announcement of the Finalists. All artists will be credited accordingly.
  • Up to 5 submissions will be selected and need to be developed into badge variations detailed in "Stage 2: Commission" above. Finalist's badges may be promoted across Watford FC's channels for a fan vote to potentially choose the selected badge.
  • Finalists will retain ownership of the original portions of their work and can use it for their own portfolio purposes (including personal social media and online channels).
  • Finalists may be subject to background checks if required by Watford FC.
  • Should a Selected Artist be chosen, the artist will have to sign an agreement assigning all rights, title and interest in and to the final work to Watford FC for global usage. The selected work can still be used for artist's own portfolio purposes (including personal social media and online channels).
  • A Selected Artist may be required to make up to 2 rounds of amends to accommodate production requirements.
  • Artists must join Talenthouse using an active email address in order to ensure they can be contacted should they be selected.
  • Finalists must respond to Talenthouse within 2 days of receiving the notification email or else will forfeit all incentives.
  • Talenthouse reserves the right to remove inappropriate, offensive and harmful submissions as well as submissions that do not fit the brief, these guidelines or Official Rules.
  • No purchase necessary to enter or be selected.
how Watford FC will choose
Watford FC will select from all qualified submissions. A qualified submission is one which meets all the Terms & Conditions, Guidelines and Official Rules.

The judging criteria is based on Creativity (25%), Originality (25%) and Overall Understanding of the theme (50%).
Submit By: July 17, 2019 at 5:00 PM
Selection Period Starts: July 17, 2019 at 5:00 PM
Finalists Announcement: August 14, 2019

Finalists develop badge suite:
August 14 to August 27, 2019
Fan vote on 1 selected design: September 3 to September 10, 2019

Selected Artist Announcement:
September 23, 2019

All times are in Greenwich Mean Time.
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