Dumbar/DEPT® and Jacob Wise’s brand for Feyenoord matches the team’s energy and prowess

The Rotterdam’s football club Feyenoord may be steeped in tradition (and expectation), but the club’s evolved visual identity is anything but nostalgic. Courtesy of fellow Rotterdam residents Studio Dumbar/DEPT®, the revitalised brand cements the measured ferocity, confidence and ambition of Feyenoord whilst more broadly unifying the club under a single, cohesive vision.

The creative concept behind the identity draws direct inspiration from the One Feyenoord principle: ‘One Feyenoord: with the love of the supporter, and always a professional.’ “It also reflects the no-nonsense spirit of Feyenoord’s city Rotterdam and neighbourhood,” the Liza Enedis, founder of Studio Dumbar/DEPT® adds. The identity mirrors the club’s fighting spirit and tenacity through the kinetic, compelling use of Feyenoord Skrappa. 

Leading the charge, the bespoke hero typeface embodies Feyenoord’s high performance on the pitch, and is designed by Rotterdam-based type designer Jacob Wise. “Skrappa was the perfect choice because it’s bold, no-nonsense, and full of character – just like Feyenoord,” Liza says. The typeface’s primary alteration comes in the form of chunky serifs, directly drawing from the club’s historic badge to build something future-facing.

Interestingly, the serifs only appear on the letter’s left side. “The addition of stout little serifs added a bit of character, flair, and movement,” Jacob says. “From a more technical standpoint, it was a challenge to find a way to get these serifs to work without disrupting the tight letter spacing” – a key feature of Skrappa. “After some testing, I defined a set of rules which dictated how the serifs would function to maintain a compact structure and balance,” he continues. Eventually, Jacob ended up directly coding into the typeface so that the spacing would automatically adjust correctly. 

“The customisation also includes some additional changes to the numbers, beefier ink traps, and a slanted Y,” all in a quiet homage to the club’s home stadium, De Kuip, and its external lettering, Jacob adds. On top of leading the brand’s typographic charge, Skrappa’s skeleton and serifs shaped a secondary, illustrative layer to the identity, with its angles reimagined as a clean, adaptable line illustration style.

For Jacob, who also lives in Rotterdam, the project offered a unique experience. “It’s one of the first projects I’ve been able to observe within Rotterdam, so that was a real treat!” Jacob says. “Usually the outcomes of projects aren’t quite as tangible, but seeing it exist within your own city (and at scale) is really quite special.” Now, you can find Jacob “chasing down” Feyenoord buses, trams, and containers to take a quick photo. “It’s great fun and good exercise,” he says.

Reflecting on the process, Liza explains how the project was both research and experiment led. “We started by analysing the brand’s current state and its visual history,” she says. “Being based in Rotterdam, we already have a deep connection to the club and city’s culture.” But, the team still made sure to embrace and exploratory approach, continually iterating and exploring where the brand could go. “This iterative process allowed us to refine and push the brand’s identity further, ensuring a balance between tradition and innovation,” Liza ends. This tonal symmetry that was achieved through aesthetic energy, restraint and ambition equal to Feyenoord’s own.