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Ghana Premier League club Hearts of Oak have announced its new brand identity, which sees a primary and secondary badge for the club as well as several versions of a wordmark paying homage to its nickname ‘Phobia’.

In a statement on Tuesday, the club said the move is to keep up pace and maintain relevance in the era of digitization.

The new crest was designed by UK-based teamup, which has previously worked for clubs like Arsenal, Tottenham Hotspur and Celtic.

“The new badge respects the past with an eye to the future,” teamup Chief Executive Officer Fred Popp is quoted as saying. “We commend the club for driving us to achieve a rare case of simplicity, boldness, and directness not often seen in African football clubs that will help expand the possibilities of how and where Hearts of Oak is presented.”

On his part, CEO of Hearts of Oak Mark Noonan said: “Hearts of Oak is an iconic brand in African football and we took great care to preserve that heritage in the new marks.”

He added that the club needed to thrive in the digital era by taking on an identity that is “cleaner, more dynamic and a symbol of the club’s future ambitions”.

The new badge is an evolution of the existing mark paying careful attention to honour the sacred elements of Heart of Oak’s history including the Oak tree, rainbow colours and the founding year of 1911.

The secondary badge adds the Latin phrase ‘virtutem praestate’ for select corporate uses.

The club is gearing up for its 107th anniversary on Sunday, November 11.