Đông Á Thanh Hóa FC

OUR RE-BRAND APPROACH: REBUILDING A WARRIOR IDENTITY WITH NEW CREST & NEW MONOGRAM.
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This rebrand started by clarifying the club’s foundation: inheriting the Lam Sơn spirit, honoring Thanh Hoa’s legacy, and translating it into a modern, modular matchday system. From that direction, the line “Glory in Grit: Lam Son Never Kneels” became the project’s anchor, expressing a culture built on pride, discipline, and refusal to back down.

The new crest signals a clear new chapter for the club. Developed from the geometry of Thanh Hoa’s Hoang Hac Roundabout, the form is reduced into a bold, single-mark emblem. At its core, the crest carries the shape of crane, a familiar cultural symbol in Vietnam, often seen in Dong Son drum iconography. This reference grounds the identity in a historical visual language that feels immediately recognizable to local supporters while remaining clean and modern in execution.

In the system, 1962 acts as a historical thread running through both the crest and the THFC monogram. Đông Á Thanh Hóa FC’s symbol is supported by a compact THFC + 1962 lockup, designed as an efficient secondary signature for tight placements and repeatable applications across assets, especially within the merchandising system.

The color system is anchored by Flame Yellow, conceived as the club’s golden warrior presence, standing out in the heat of battle. Paired with black and deep gray, the yellow–black combination becomes the backbone of the identity: instantly recognizable from a distance, strong enough to carry the club across pitch, stands, and social feeds without relying on text. Black acts as the visual anchor that locks the composition and delivers the contrast needed for clear hierarchy and broadcast readability, ensuring player numbers, headlines, and match information remain legible on screen and under stadium lighting. Just as importantly, this palette scales seamlessly across jerseys, OOH, and a modular matchday template system, allowing endless variations while keeping the club’s DNA consistent.

A key addition is the custom Lam Sơn Typeface, designed to unify the club’s voice across all touchpoints. With two cuts, straight and slanted, it supports both structured information and matchday emphasis. The graphic language extends through diagonal cut motifs and halftone textures, building a flexible layout system for posters, player cards, and seasonal templates.

​​​​​​​Rebranding Impact:

Keeping the heritage alive
Lam Sơn spirit and 1962 are carried forward in a clean, scalable system that keeps Thanh Hóa pride visible across modern touchpoints.

Empowering the Design and Marketing Teams
We co-created with the club team, driving early adoption, ownership, and a system they can run with long-term.

Bringing our New Identity to Life
The identity was deployed fast across matchday templates, jerseys, merchandising, OOH, and social, ensuring consistency and strong recognition.

Inspire the Vietnam Football industry
Recognized by national sports media and embraced by fans through strong social engagement, the rebrand sets a benchmark for modern football identity in Vietnam.