Today marks one year since Derby County Football Club was taken over by local businessman and lifelong Rams fan David Clowes.
In that 12 months there have been a number of changes made to rebuild all aspects of the club, from the Men’s first team staff and players to maintaining the club’s Category One Academy status, the full integration of the Derby County Women’s first team and the creation of a Female Talent Pathway, and ongoing support for the Derby County Community Trust, with a dedicated community venue now established within Pride Park Stadium.
The past year has also seen behind-the-scenes work excel, with season and match ticket sales remaining to an incredibly high level, charity partner the NSPCC given the opportunity to receive the first-team’s front of shirt sponsorship as a gift, corporate hospitality and events sales reaching record highs and the Pride Park Stadium playing surface being crowned the best in League One.
The ‘We Are Derby’ spirit has never been stronger, and to mark this, Derby County is pleased to share its new ‘Identity’ values, along with a new colour palette to recognise the many facets of our ‘black and white’ club and one of the founding members of the English Football League.
“A year ago we pressed the restart button for Derby County,” explained David Clowes. “The three pillars of stability, integrity and progress must always be uppermost and everything we do as a Club is built around that philosophy.”
Our new values have been shaped by staff from all areas of the football club.
They are:
We are proud of who we are and what we do.
We are positive, passionate and inspired.
We are ambitious and driven.
We are prepared, honest and humble.
We are the heartbeat of our community.
We are the club of opportunity.
We are Derby.
These are complemented by a new suite of colours, which have been inspired by our long history and key milestones within it.
- Founders’ Green pays testament to our first ever strip.
- Victory Blue recognises our various achievements of the 1970s.
- Centenary Gold is synonymous with the iconic 1984/85 strip.
- Premier Burgundy marks our first ever season in the Premier League.
- Community Pink commemorates the third kit of the 2020/21 season which raised significant awareness of breast cancer.
- Timeless Blue provides a constant throughout history, appearing as early as 1885.
The club would like to place on record its thanks to the Derby County Collection and the Rams Heritage Trust for their support with the development of this project.
A pop-up event will be staged in Main Reception in the run up to the 2023/24 Sky Bet League One season opener against Wigan Athletic at Pride Park Stadium on Saturday 5th August (3pm kick-off) for supporters to find out more about the new Identity project and more details will be shared in due course.
