Fulham F.C's refreshed identity by Music and F37 Foundry is built around FFC Original, a bespoke typeface inspired by hand-rendered lettering discovered inside Craven Cottage, London's oldest football stadium. Rather than placing historical references alongside a contemporary identity, the system uses the club's physical heritage as the source of its modern visual language. The typography now extends across matchday graphics, campaigns, retail, moving image, and a 2026/27 away-kit campaign inspired by the visual language of the 1990s.