FK JablonecJablonec never falls far from the tree.

FK Jablonec — project image

At a glance

Design thinking
Start from what is already the club’s own. Jablonec holds the Czech word for apple, so the symbol became an apple tree.
Problem
The club needed a symbol rooted in its own history, ready before kit production began for the 2026/27 season.
Approach
We ran workshops to learn who the club talks to, then explored two directions before choosing the apple tree.
Outcome
The identity was revealed at the club’s gala evening, then launched in June 2026 with a microsite and the first fanshop collection. The new club website is live.
Role
Lucie as the only design and project lead, with the club’s communication team, also coordinating eSports.cz, which delivered the website’s data.
What we designed
  • Brand workshop
  • Verbal identity
  • Visual identity
  • Campaign
  • Merchandise
  • Website design
Duration
January–July 2026
Platforms
  • Stadium
  • Kits and merchandise
  • Social and matchday
  • Club website

The new symbol keeps the old crest’s triangle, ball and stripes, and brings back the tree.

The previous FK Jablonec crest: a green-and-white striped triangle topped by a football, with the club name on a ribbon.
Previous crest
The new FK Jablonec symbol: a white apple tree whose round crown is cut by diagonal stripes, above the FKJ wordmark on deep green.
New symbol

The brief was already there, in the club’s own words.

Management workshops · reference crests and kits · four personas

  1. The club wanted to reach young families better.

    Growing across generations became the heart of the claim.

    Evidence

    The academy trains children from 6 to 19, so young parents are already close to the club.

  2. Many followers live far from the stadium.

    Matchday posts show the region, so a fan watching from far away still recognises home.

    Evidence

    In the first workshop the club asked for posts with local meaning, for fans who follow it from afar.

At Jablonec, fans are family.

The club shares a small region with Liberec, so being the bigger club was never the plan. It says plainly what it is instead: a family club, where bigger rivals feel corporate.

Aerial view of the Jablonec stadium at golden hour, with an apple tree growing from the centre of the pitch.

Rosteme společně

The club’s favourite idea, a mountain king, was explored first.

“Jizerský král” (King of the Jizera) points at the mountains and regional pride. Management also proposed the apple tree. We sketched the king first, with AI assistance.

A gold tree emblem with a small crown in its branches on a black background.
Set asideA crown growing from the tree.
A black striped shield with a crown on top, on an off-white background.
Set asideA crowned striped shield.

The decision

The new symbol builds on the old crest. The tree returns, the round crown recalls the crest and a football, and the diagonals the club’s striped shirts.

The symbol is built on precise geometry, which means it can be animated from its own construction lines. The club’s microsite replays that build in a loop.

One diagonal cut runs through the whole identity.

The tree’s diagonal cuts return in the FKJ logotype and in every pattern, which is what holds the parts together. Gold is kept for celebrations, so winning still looks like an event.

The FKJ logotype in white on deep green, with gold circles marking the diagonal cuts in the F and the J, and notes explaining that the cuts repeat those in the tree symbol.
LogotypeThe cuts in the F and the J repeat those in the tree.
Organetto Variable specimen in six weights and widths, with numerals, in deep green on pale mint.
TypographyOrganetto for headlines, Figtree for reading.
A tonal green pattern alternating the letter J and the apple-tree symbol.
PatternThe J and the tree, in alternation.
A chevron pattern fading across a deep green gradient.
ChevronThe symbol’s diagonal cuts, repeated at scale.
  • PrimaryLegacy green#01311F
  • PrimaryFresh green#006625
  • PrimaryPure White#FFFFFF
  • PrimaryStone Black#111612
  • PrimaryGreen apple#E5F1EC

The decision

Rosteme společně (we grow together), a claim every fan can wear.

The claim ties the tree’s growth to the people around the club. We avoided the shorter “spolu” because of its political connotations, and kept the claim in Czech.

The tone of voice follows it. The club speaks to fans as “ty”, proud but never talking down: “Tady začínají sny malých fotbalistů” (this is where young footballers’ dreams begin).

A man in a white hoodie with the green apple-tree symbol and FKJ on the chest; on the back, FK JABLONEC runs vertically beside the line “81 let s vámi, 30 let v první lize jen díky vám”. AI-assisted mockup.

Home and away kits, with a message sewn inside.

Macron made the kits for the 2026/27 season. The inner hem tape reads “Síla severu” (Strength of the North), a line only the player wearing it ever sees.

Technical drawings of the home kit in deep green and the away kit in white with green pinstripes, front and back, with shorts and socks.
01Home and awayDeep green at home, white with green pinstripes away.
Close-up of a green shirt hem with a pale inner tape reading “SÍLA SEVERU” between tree symbols.
02Inner hem tapeA line in the club’s voice, worn on the inside.

A matchday post is recognisable before anyone reads it.

The pattern and the gradient do that work in every matchday template. The billboards and posters carry the new voice in Czech.

Five vertical matchday social templates: line-up, matchday announcement, final score and two celebration layouts with chevron and J/tree patterns.
Matchday socialOne template for each moment of a match.
A street billboard with the FKJ wordmark, the apple-tree symbol and a celebrating player, reading “Jablonec nepadá daleko od stromu”.
Billboards“Jablonec nepadá daleko od stromu”, the Czech version of the headline.
Two posters on a weathered brick wall: a large green apple-tree symbol with FKJ, and stacked FK JABLONEC bands with the J and tree.
PostersThe symbol and the name, at street scale.
The 2026/2027 season ticket in a green gradient with the apple-tree symbol, FKJ and “Rosteme společně”.
Season ticketRosteme společně, carried to every home match.

The new symbol, explained on social.

The launch posts told fans where the apple tree comes from, how the chevrons grow out of the logo, and brought them into the launch evening.

Social post “Origin of the symbol”: four tiles explaining the apple tree, the ball, the diagonals and the stripes.
Origin of the symbol
Social post in Czech explaining how the chevron pattern grows out of the logo’s geometry.
The chevron system
The FKJ apple-tree symbol projected on a big screen in front of a seated audience.
Launch
Club representatives on stage with microphones at the launch evening, in green light.
Launch evening

Worn, flown and rolled out.

Scarves, training kit, pennants and the club website carried the new identity from the first day of the season.

A player on the pitch holding up a green FK Jablonec scarf with the new symbol.
Scarf
The coach in the new grey training kit with the chevron and the symbol.
Training kit
A green club pennant with the FKJ symbol on a table beside trophies.
Pennant
The club’s ticket page before and after the redesign, side by side.
Website, before and after

The new identity was revealed at the club’s gala evening.

The new symbol and the claim were first shown on stage at Večer jabloneckého fotbalu, the club’s gala evening.

On stage at the gala evening Večer jabloneckého fotbalu: a speaker with a microphone in front of the event title on the LED wall, the audience in silhouette.

The old site was crowded, so we replaced it instead of patching it.

We built the new one with eSports.cz. Match data sits inside every page, with live commentary from Onlajny.com and InStat credited.

The FK Jablonec website homepage: the apple-tree FKJ logo, main navigation and a lead story over a photo of fans with green flares.
Homepage
The league table page with overview, current form and historical views, season, autumn and spring, and home and away filters; FK Jablonec’s row is highlighted.
League table

Nothing is cut from the mobile site.

Most fans check a result on a phone, so the mobile version is the same set of pages rather than a reduced one.

  1. The mobile homepage with a lead story over a fan photo and the latest result card below.

    01HomepageThe lead story, then the latest result.

  2. The mobile matches page with all, home and away filters, a season selector and a result card.

    02MatchesResults and fixtures, season by season.

  3. The mobile squad page with position tabs and goalkeeper cards.

    03SquadThe squad, by position.

  4. A mobile player profile with a cut-out portrait in the green home shirt on a deep green background.

    04PlayerEvery player has a profile.

Two white T-shirts on a wire grid: one with a vertical FKJ wordmark, one covered in the J and tree pattern.
A deep green fan scarf reading FK JABLONEC in green apple between two chevron marks.

Next project

INITEngineering intelligence for the industries that build the world.

INIT — project image

More work

All projects →