After previously looking at the worst badge changes by clubs we move onto the more positive examination of when teams got it right. As Everton recently found out, it’s mindful to respect what is close to fans’ hearts.
They misfired with their corporate design and caused upset with the removal of the Latin motto, as such they needed to return to the drawing board for a consultation they should have taken in the first place.
As with any “Best of” list the selections are subjective. Within supporter groups agreements are hard to come by, highlighted by the current Manchester City badge consultation, so an outsider looking in isn’t going to please everyone.
Some club crests could have easily made the list, like Newcastle United, on the grounds their badges are embedded into the public consciousness and retain historical elements. However, when such a large period of time has passed it no longer feels like a change, too multi-generational to be considered new.
So here are the five best club badge changes…
Stoke City
This addition to the list is bound to cause upset. In many ways it embodies what is seen as football’s problem. A corporate design made for monetary purposes. Introduced in 2001, it did away any connection to previous crests that were all heavily adorned with symbols from the city.
However, the crest used from 1992 did appear dated, more befitting a League Two side with eyes on non-league football. It was time for a change. After my remarks about the Fulham badge in the worst badge changes it could make me appear hypocritical to now champion the Stoke badge.
At first glance it could be from the same designer but the colouring, nickname and date of inception prevent it falling into the lazy trap. It should be everything I dislike about new badge but has the X factor.
And it’s instantly recognisable.
Click here to see Stoke’s previous crest.
Aston Villa
The current iteration isn’t a million miles from the previous version it replaced in 2007. The Lion of Scotland still takes front and centre, looking a little more refined now, and the motto “Prepared” shifts from a banner to inside the shield. “Aston Villa F.C.” is shortened to “AVFC” and the stripes are replaced with a cyan background.
The freshening up of a classic design would have made it a contender anyway, what gives the Villa badge its place on the list is the addition of a star to recognise their 1982 European Cup success. Unlike Manchester City who added stars for the sake of it, this one has meaning.
Click here to view Villa’s previous crest.
Cardiff City
The Cardiff badge isn’t here because it’s a great one, it’s because after the last abomination any change would have been welcomed with open arms.
In his wisdom Vincent Tan had previously demoted the Bluebird to any afterthought on the bottom of the badge and added a red dragon on a red shield to go with a lovely red kit. The new badge has a hint of the red still but Tan is learning and the latest offering resembles a more familiar Cardiff City design.
Arsenal
Like Manchester City in 1997, Arsenal altered their crest in 2002 because they couldn’t trademark the former design. It gave them the opportunity to modernise the badge for use in newer marketing techniques.
The crest used from 1949 to 2002 did a good job of incorporating key historical elements, like the Woolwich coat of arms, but was cluttered by modern standards and was starting to look tired. The new badge is simple and an obvious evolution.
Chelsea
It’s another London club that tops the chart. Cynical observers say it was Roman Abramovich’s way of giving himself a new badge. It was actually introduced for the club’s centenary year back in 2005. Far from it being a Roman inspired vanity project, it takes all its features from the version used until 1986.
It’s that version from the eighties that makes the latest appear all the better. Sometimes simplification works for badges, as this list shows, but a lion sprawled over some letters is never going to win awards.
The new crest combines heritage with a design modern enough to satisfy those at corporate level.
