AFCB Vital Blogs

The Symbolism Behind AFC Bournemouth Logo Elements


Think of a football club’s logo as a vibrant badge of identity. Every element, every colour, carries a hidden message.

AFC Bournemouth’s crest is particularly intriguing. During the club’s 125-year history, the logo appeared in four distinctive forms. The oldest version dates back to the 1930s and featured a heraldic-style shape with a cross on a shield. That version lasted up until the 60s when it was changed to a typography-based design with only the club’s initials on a red background. However, the most memorable and iconic AFC Bournemouth logo emerged in 1972. In this new version, the colors red and black appeared for the first time on the logo. It also featured a player’s head hitting the ball for a match win.

AFC Bournemouth introduced another major change to their emblem in 1981. It was a striking, bold red square encased within a wide white border circumscribed by a ring. This ring, contrasted with black detailing, prominently featured the nickname “The Cherries” in black script. Central to this design were the two cherries with a football. Despite being very unique, this logo lasted only for three years, after which the version with the head reappeared and stuck to this day.

The Power of Storytelling

The power of a logo does not stop at just design. It goes beyond that. It encompasses the entire brand identity of a football club. The use of colours, typography, and even the placement of the logo on club kits and merchandise all play a crucial role in creating an impactful image for the team.

The AFC Bournemouth logo is an excellent example of how a logo can tell a story. But it’s not like that with every logo. Some logos may seem bland and meaningless at first glance, which was exactly why Juventus received so much backlash from the fans after the redesign in 2017. The old logo told a story, while the new logo is a more modern approach. It gives more flexibility in terms of brand design but lacks the storytelling aspect of the previous version.

In that aspect, the Cherries’ logo stands out. It carries the legacy of the team, its roots, and its identity. Even though the club has been around for over 120 years, the logo still resonates with both old and new fans.

The Power of Symbolism

Symbols are integral parts of visual design. They hold immense power, and just like colours, can evoke strong emotions. And AFC Bournemouth is no stranger to experimenting with different symbols, and even different names for the club.

The current logo features the head of a player with the iconic stripes from the club’s kits in the background. While you may think it represents the players as individuals coming together to form a strong team, you would be wrong.

It’s actually pretty straightforward. The figure represented in the crest’s silhouette is none other than Dicky Dowsett, a name that holds legendary status at AFC Bournemouth. As both a forward on the pitch and a commercial manager, Dowsett played a pivotal role in rebranding the club, including the removal of the ‘Boscombe’ title and the creation of its new visual symbol.

The bold and modern font used for the club’s name adds a touch of professionalism, while the use of red as the primary colour brings passion and energy. On the other hand, black provides stability and strength, making AFC Bournemouth’s logo well-balanced and visually appealing.

Overall, AFC Bournemouth’s logo is a perfect example of how a simple design can tell a powerful story and capture the essence of a football club.

The Power of Deeper Meaning

The AFC Bournemouth logo isn’t just visually striking, it fosters a sense of belonging. The straightforward design, use of black and red as well as the prominent silhouette creates an emblem that’s immediately recognizable and easy for fans to embrace.

Interestingly, there’s a subtle clash of styles within the logo itself. The colours – red and black – and the core football shape evoke a feeling of classic football tradition. Yet, the overall design is sleek and modern. This duality could offer a visual mirror of Bournemouth itself. It’s a club with a long history, respecting its roots while simultaneously harbouring a clear ambition to innovate and move forward.

Image Source:

Share this article

Because We Love Football