Now Wolves turn their attention to fresh image

A £40 million stadium rebuild, a £5m summer signing – and today Wolves reveal plans to overhaul the club's brand as the wind of change breezes through Molineux.

Design agency Raw has been appointed to refresh the club's identity and will be charged with drawing up new signage that will be installed at the revamped ground.

Today bosses revealed they were committed to keeping the 'wolfhead' Wolves badge that has adorned the team's shirts since 1979, apart from a brief return to the city crest in the early 1990s.

But giant photographs of club legends such as Billy Wright, John Richards and Steve Bull in their pomp could be installed in the concourses and stairwells.

Quotes from fans about what Wolves means to them could also feature in wall displays within the new-look ground.

It comes after the club yesterday completed one of its most lucrative deals for a player in its history, recruiting midfielder Jamie O'Hara for a £5m fee and £9m outlay in wages over five years.

The signing has added to the feel-good factor around the club with a shiny new Stan Cullis Stand set to rise from the rubble of its predecessor while, on the pitch, the team has secured an unprecedented third successive Premier League campaign.

Now Salford-based Raw has been tasked with defining the burgeoning brand being forged by owner Steve Morgan.

Wolves spokesman Matt Grayson said today: "There will be no discernible change to the club logo – it is one of the most famous and recognisable logos anywhere in the world.

"What this is about is making concourses and stairwells come to life, making signage and graphics outside and within the stadium reflect the history, the present and future of the club."

Raw creative director Rob Watson said: "Our aim is to develop a refreshed, core idea which will effect everything going forward, from the club's consumer brand, right through to the signage and stadium experience.

"We're working with Wolves to ensure fan consultation, via focus groups and social media, is at the heart of the project."

The first work from Raw will be unveiled ahead of the new Premier League season getting under way in August.

Signage for the new two-tier, 7,700-seater Stan Cullis Stand will be included in Raw's early brief as the £16m first phase of Mr Morgan's new Molineux vision takes shape.

He told yesterday how he is hoping to have thousands of seats ready for fans to see O'Hara face his old team, Spurs, at the historic ground in September.

Contractors are preparing to start installing the frame and terracing of the new North Bank. They are on target to install 3,700 gold seats by mid-September.

Mr Morgan said he had his "fingers crossed" that fans would be able to sit there when the club faces Spurs on September 10.

The capacity of the ground will rise to 31,700 when the new North Bank is finished next summer. The £24m redevelopment of the Steve Bull and Jack Harris stands could follow with work starting as soon as the Stan Cullis is finished if Mr Morgan gives the green light.

That phase, which would see three sides of the stadium connected, would boost capacity to 37,000.

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