Excelsior changes logo and presents itself as one family

Excelsior changes logo and presents itself as one family

EFDN Member Stichting Excelsior4All has been renamed the Excelsior Foundation from the beginning of July. Excelsior Rotterdam comes now out as one family, and brings the logos of the club and all the entities that are connected to the club together in one new logo.

“With our social projects and programmes we are present daily in many places in our area”, says director Niels Redert of the Excelsior Foundation. “That is why we have an enormous range to bring the club to the attention offline. Previously we used our own logo and name, but to ensure an even stronger bond with the hinterland of the club and foundation, we have now chosen a new name. The close relationship that exists between Excelsior Rotterdam and the foundation will be more visible this way.”

Recognisable and strong club
“Together as one club with one image we want to take the next step”, explains general manager Daan Bovenberg. “In recent years, the club has developed in many areas and experienced enormous growth. We have a beautiful foundation, a large business club and have taken part in managing our own catering. In the area of sports, we have our own women’s side besides our first team and youth academy, a flourishing sports club and we are also taking steps in e-sports.”

The club’s foundation Excelsior4All was founded almost ten years ago, in November 2011, by the directors of the football club, local experts on community engagement and other management specialists. The developed Social and Responsibility programmes focus primarily on the direct neighbourhood of the Woudestein stadium and aim at improving the participation in sports, education, health, reintegration and quality of life. The activities are based on football and the belief that the sport is a catalyst for creating change.

Central message
“With all our activities we have an enormous reach in the greater Rotterdam area, but because all entities work with their own logo and own image, we do ourselves short,” says Bovenberg. “It is time for a central message, from one strong, recognisable club with a shared mission and vision, core values and image. Changing our logo is part of a broader vision on how we want to position ourselves as a club towards the future.”

New logo
Since the foundation of Excelsior in 1902, the logo has been adapted a number of times. “Our roots are in Rotterdam and that is why we have used the official name ‘Excelsior Rotterdam’ for some years now. This name returns in the new logo. The year of our foundation, 1902, has also been added. What remains is the red-black circle. We now have a fresh and modern logo, with respect for our roots and history, fitting with our vision that we go into the future as one family”.