One Shilling

One Shilling explores how a new generation created extraordinary visual identities for the trusty matchday programme. The book compiles stunning examples, and tells the stories of those previously unheralded artists, in particular John Elvin, considered the greatest football programme designer ever.

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One Shilling: The Football Programme Design Revolution of 1965-85 is the first-ever exploration of this golden era of football programme design, when the humble football programme suddenly boasted a remarkable variety of eye-catching covers and layouts.


The football programme has been a staple of the national game since Victorian times. Passionate artists and typesetters designed printed programmes for match goers, but unlike the fashion or music industries, the names behind the artworks for these pocket-money priced matchday publications were often uncredited or ignored. Until now.


At its heart, this is the story of John Elvin, the greatest football programme designer, who tore up the formal code of lay-outs and traditional typefaces, and used photos in new and innovative ways. The book also explores the wider cultural and political backstory of British football over a transformative two decades from England’s World Cup victory in 1966, and looking forward, it champions the potential of a new era for programme design.