F37® Foundry

Fulham FC

A custom font inspired by the famous “Fulham Football Club” mural at Craven Cottage, retaining the character of the original hand-painted lettering.

Development Video

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Font Inspiration

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About

Founded in 1879, Fulham FC is one of London’s oldest football clubs, with an identity closely tied to its home of Craven Cottage. More than just a stadium, Craven Cottage is part of how the club is remembered. Fulham’s character is shaped by the details of its home as much as by its history on the pitch.

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Background

As Fulham’s reach grew across digital, retail and hospitality, the club needed a more flexible identity. Working with Music Agency in Manchester, Fulham set out to build on its heritage while connecting with new audiences.

The hand-painted lettering at Craven Cottage provided the starting point for a bespoke typeface, bringing a distinctive piece of the club’s home into its wider communities.

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Players

Fixtures

Font Graphic

Matchday Programmes

The brief

We were briefed by Music to develop a custom typeface for Fulham FC, using the hand-painted “Fulham Football Club” mural at Craven Cottage as the starting point.

The question was how much of the original hand-made character to keep. The mural had a warmth and looseness that felt distinctive to the club’s home, but it also needed to work as a functioning type system rather than just a single piece of lettering.

Our task was to make it feel more like a ‘proper font’ without losing the feeling of the original.

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We wanted to help Fulham reach new audiences while staying rooted in what its supporters know and love. The lettering on the wall of Craven Cottage gave us a starting point that belonged to the Club, and we saw the potential for it to shape the whole identity.

Working with F37, we could take that idea much further. They understood exactly what made the original lettering distinctive and how to preserve that character while developing it into a modern, ownable typeface. It’s now central to the work, carrying the personality of the Cottage across everything from matchday graphics and social content to campaigns and film.

Dave Simpson — CEO and Executive Creative Director at Music

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Delivery

FFC Original is an uppercase display family built from the charm of the Craven Cottage mural. The font keeps the offbeat rhythm, bold proportions and hand-painted character of the mural but translates it into a more usable and consistent system.

What looks loose at first glance is actually carefully controlled. The weight, spacing and quirks were all refined so the typeface could work across multiple brand applications.

The family was expanded across Condensed, Regular and wide Widths, giving Fulham a flexible typographic voice with plenty of range.

The final font keeps the quirks of the mural but gives it the structure and flexibility to work as part of a modern football identity.