Guiseley AFC is excited to reveal its daring rebrand to GSLY, a bold evolution of the club’s identity to take us into a new decade.
As we mark the 10th Anniversary of our old badge we commissioned a small committee of supporters to update our name and logo in collaboration with a local branding consultancy, Coxon Lyall.
The designers there relished the project, saying, “It’s always an honour to shape the outward-facing identity of such a cherished community asset.
“The rebrand retains the vital elements of Guiseley AFC’s legacy while embracing a sharp, streamlined future. The new badge and name, GSLY, pays tribute to the iconic Oswald Cross Shield and the club’s history, while removing superfluous vowels to set a fresh trajectory for success.”
The rebrand pares the club’s identity down to its consonantal core, symbolising strength, clarity, and progress. We have balanced tradition with modernity; GSLY is easier to remember, type, and share, ensuring it stands out in today’s fast-paced world.
It comes with other advantages too. By simplifying the name, the club eliminates common misspelling errors which have previously hindered our brand recognition.
From now, if you can say our name, you can spell it too.
Club media guru Colin Robertson enthuses, “We envisage great potential for the new name to energise the atmosphere at Nthrmr. We know the power that four letters can have, think YMCA or FCUK. We invite our brilliant supporters to invent a new generation of chants.”
This change represents a significant shift, we acknowledge that some long-standing and loyal fans may feel a deep connection to the traditional Guiseley AFC name. It is our hope that those who feel hesitant at first will come to embrace the bold spirit of GSLY, recognising it as a name that drives the club into an exciting new era.
GSLY chief James Pickles concludes, “Although vowels have been removed, the heart of Guiseley remains. The new identity captures the club’s enduring strength, presenting a name that is streamlined, focused, and ready to conquer.”
#GSLY
