West Ham has commissioned a design consultancy to work on a new crest which is proposed for 2016-17 season, when the club moves to its new home at London’s Olympic Stadium.
Two months ago a West Ham advisory board began to consider a rebrand in the light of the stadium move and the fact that the crest hadn’t been updated since 1999. All other Premier League clubs have updated their crest at least once since 1997.
A period of fan and stakeholder engagement has since taken place and a vote ends tonight on whether the design pictured will be taken forward. Only people with a ‘purchase history’ of West Ham tickets and products can vote.
The main change on the crest is the dropping of the castle graphic, which has been replaced by more prominent crossed hammers, a reflection of the nickname of the club – The Hammers. In addition ‘London’ is placed at the bottom of the crest.
West Ham says, ‘Our view is that retiring the castle from our Club crest would be a fitting way to respectfully signal a departure from [current home] the Boleyn Ground. Fans are overwhelmingly in agreement that it does not make sense to have the Boleyn Castle in our Club crest when we no longer play at the Boleyn Ground.’
On the addition of the crossed hammers, the club says, ‘We believe that the hammers are the fundamental symbol of our club and should be the most prominent feature of any evolution of the Club’s crest.’
Single-colour 2D versions of the crest have been created and a two-shade 3D version will be used online, according to West Ham.
A West Ham United spokesman says he expects a decision to be made by 18 July.