As a designer, I can’t help but notice design details everywhere - whether it’s street signs, posters, restaurant menus, or even football crests. And honestly, AFC Richmond’s badge just didn’t feel like it belonged among top-tier clubs like Manchester City and other football giants.

I set out to redesign the fictional club’s crest with a more elevated, modern look — one that feels right at home in the top tiers of English football. — The result is a badge that’s more sophisticated, elegant, and modern (but still has that touch of retro & class).

AFC Richmond is a fictional English professional association football club based in Richmond upon Thames, London, created for the Apple TV+ show, Ted Lasso. They supposedly compete in the Premier League, the top flight of the English football league system.

The club was founded and played their first match 1897.

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