Vox Pop

Chelsea Football Club last week unveiled its new logo, created by Blue Dog Design. In light of this, do you think a team’s crest is sacrosanct and steeped in tradition, or should clubs regularly refresh their identity?

‘English football is all about tradition and identity – loyalty to colours, badge and characters. But they are not as graphic as a New York Yankees’ NY or a Dallas Cowboys’ star icon. Even Real Madrid now has a distinguishing typeface. It just needs some great graphic design and iconography and I wouldn’t want to change it. But it’s not just us – have you seen the 2006 logo from the Deutsche FA? Huth!’

Tim Fendley, Creative director, AIG

‘It depends on the reason for change. Is it a return to the club’s roots or a valueless “marque” designed to maximise marketing opportunities in the Far East? One pleases shareholders, the other the fans. For many, it is yet another sign that the traditions and values of their club – not to mention football at large – are being sold down the river.’

Nick Jones, Creative director, Browns

‘The big Premiership football clubs are now global brands, so they should refresh their logos like any other business, especially when they are under new ownership like Chelsea under Mr Roman Moneybags. Mind you, the new crest is pathetic. It should be a giant rouble eating a football to illustrate Chelsea buying the Premiership title. Am I bitter? Never!’

Jeremy Myerson, Director, Innovation RCA

‘It’s easy to call for change, but fans love their club logos, even if most resemble local council crests. In Chelsea’s case the badge definitely needed updating as the old one looked like it had been badly drawn on an Etch-A-Sketch, then photocopied several times on a dodgy Xerox. That said, spare a thought for the guy with a tattoo of the old badge emblazoned on his back.’

Jeremy Sice, Managing director, SAS

‘Clubs are being transformed into “brands” by businessmen looking to increase revenue. Fans believe the heritage of their club is as important to them as their surname, nationality or culture. The success of branding is down to the people who buy into it. If the fans and their allegiance to their clubs is ignored, rebranding will fail.’

Garry Blackburn, Partner, Rose

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