Everton with the late winner

The latest high profile identity redesign to face trial by social media is Everton Football Club’s new crest. Should the club listen to its outraged fans? Of course it should. Should it change the design back? No, it shouldn’t. Here’s why

evertonnewcrest388_0.jpg - Everton with the late winner - 5386

The new design uses Theo Kelly’s classic 1938 version (right) as its inspiration

The latest high profile identity redesign to face trial by social media is Everton Football Club’s new crest. Should the club listen to its outraged fans? Of course it should. Should it change the design back? No, it shouldn’t. Here’s why…

How Everton handles the next few days will be critical in establishing how the new crest, designed by its in-house team, is accepted by its supporters.

Amid the extensive back room staff changes unveiled at the club today, an online petition to scrap the new crest is gaining support – it has 20,000 signatures as I write – and fans from all over the world are voicing their upset on football forums, Facebook, Twitter and via the NSNO fan site and @NoToNewEFCBadge.

Thanks to the speed and collective vocal power of social media, another redesign project has quickly kicked up a storm.

For designers, the debate has a certain inevitability to it. Last December, when the suitability of the University of California’s new logo was seized upon by a fourth-year biomedical student in an online petition, the work was disbanded after a furious online reaction (our initial story is here).

Similar elements have converged (and been distorted) here, too. The University’s traditional seal was never in danger of being retired, despite accusations to the contrary, while the Everton crest replaces something that is itself only 13 years old (below).

The previous Everton crest

Covering the furore surrounding the University’s logo in the February issue of CR, Michael Evamy claimed that part of the problem was that “the design community has never found it easy to explain its craft to the wider world: if it did, it wouldn’t still suffer the perennial gripes about the (alleged) cost of rebrands or the public’s total blank about how a brand identity serves an organisation’s strategic interests.”

The “knee-jerk judgement of projects via social media,” he wrote, “runs a steamroller over the design’s ability to advocate for itself.” This is fiery territory indeed – particularly so when the concern is the visual identity of a football club.

How the club’s motto will be used in the stadium

But despite the significant changes to Everton’s crest, not least the removal of the much-loved motto ‘Nil Satis Nisi Optimum’ (‘Nothing but the best is good enough’), the club has, it seems to me, introduced the changes admirably.

For one, it has been open and honest about the redesign. Revealingly – and no doubt in preparation for the reaction and ensuing debate – the club has uploaded eight pages to its site which tell the story of the redesign. It’s an informative, interesting read and speaks volumes of the amount of research, dialogue, and design work that goes into an identity project such as this.

Last year, the club claims it consulted with representatives from fan’s groups such as season ticket holders, supporters’ club officials and fans from the Everton disabled supporters association and responded to feedback, apparently reworking the design “where appropriate”.

Though it may not seem like it to the supporters unaware of the process, this isn’t a design that has simply been foisted on an unwilling club. But Everton also claims that Nike and Kitbag were “consulted” and “their ideas were fed into the design process” – which perhaps has done little to sweeten the pill for some.

As with many redesigns like this, there is actually a history of evolution at work here as much as there is one of tradition. In the clamour to vocalise opinion, however, this sense of perspective can easily get lost. As one of Everton FC’s pages dedicated to the redesign of the crest explains, the club has in fact had nine different badges since 1920.

If anything, this graphic (from the Everton website) reinforces how ‘busy’ the previous crest was (to fit the layout the details would need to go even smaller).

Far from being a disingenuous stab at making Everton’s crest another slick, cool device to wear on your chest – the other side of a Nike logo admittedly – the design taps into the club’s history and reworks several of its visual elements; namely, the shield, the club’s name and year of formation (1878), and the distinctive image of the 18th-century, Grade II-listed Prince Rupert’s Tower, essentially the club’s key visual identifier.

As the club’s commercial director Dave Biggar says, “The Tower is a fundamental part of previous club crests as well as our new version. But we really wanted to put a more authentic version of the Tower onto the crest.”

Now, the structure looks more like the real low-level tower – an old lock-up – than it does a lighthouse with a nifty set of outside stairs, or a helter-skelter. The new design is a more graphic, yet realistic, version of the building’s distinctive shape. If anything it is closer to the version drawn up by Everton manager Theo Kelly in the late 1930s (the shape of the new badge also mirrors this design).

“We looked back at the history of the crests and the one we focused on predominantly was the 1938 Theo Kelly design which was originally used for neck-ties but which has become the blueprint for the modern era,” explains Everton’s in-house graphic designer, Mark Derbyshire.

“Interestingly, the key elements from that design didn’t feature on the shirt until 1978 – in the six years before that there was just simple embroidering of the letters ‘EFC’ on the jerseys – and plain blue jerseys before that going back to the early 1930s.”

While the crest’s most important place is, of course, on the club’s football shirts, what can be achieved in thread isn’t perhaps the best starting point for a design that must now be used across the many other aspects of the modern game: TV coverage, websites, smart phones and, yes, merchandise.

The designers claim that the previous badge had suffered from bad reproducibility; the flat, unfussy and stripped-back nature of the new design will go some way to resolve this. (Tangential case in point: NASA’s meatball insignia which is a “design nightmare”, apparently). On the Everton website, shown alongside the other examples of modern crests, it cuts a bold, distinctive shape.


The petition to remove the University of California logo received 54,000 signatures before it was killed off.

As the numbers increase on the Everton crest petition, it would be bad news for design if the efforts at the club were rewarded with a similar fate.

See evertonfc.com for more details on the new design. All images above are from the Evolution of the Crest section of the site.

Pink Floyd fans may recognise the cover of our June issue. It’s the original marked-up artwork for Dark Side of the Moon: one of a number of treasures from the archive of design studio Hipgnosis featured in the issue, along with an interview with Aubrey Powell, co-founder of Hipgnosis with the late, great Storm Thorgerson. Elsewhere in the issue we take a first look at The Purple Book: Symbolism and Sensuality in Contemporary Illustration, hear from the curators of a fascinating new V&A show conceived as a ‘walk-in book’ plus we have all the regular debate and analysis on the world of visual communications.

You can buy Creative Review direct from us here. Better yet, subscribe, save money and have CR delivered direct to your door every month.

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  • Phil

    We Evertonians have a mantra describing our ethos that ends with
    “..those who understand need no explanation; those who don’t, don’t matter”

    You’d do well to ponder

  • Hi Mark

    Great little piece and I enjoyed reading it. My only problem with it is that it’s written from a designers point of view and not from a customer/fan/shareholders. I wrote a little piece earlier in our blog and although it isn’t as well written as yours, it tries to get the point across and it also shows some alternatives: http://myevertonnews.com/the-everton-crest-debacle-my-view-and-alternative-everton-logos/

    What the stories fail to mention are that most Evertonians gripe isn’t with the lack of Motto, it is with the Clip art like drawing of the tower. The badge looks like something in the early learning centre.

    Unfortunately with many designers they don’t take people feelings into account. A football club is at the heart of the community and affects many lives. Designers dont always take well to negative feedback.

    Going onto the supporters being consulted, read my piece and you will see that isn’t exactly the complete truth. Fans on the clubs payroll may have been…………….But MOST season ticket holders weren’t. Strange that the supporters group that was consulted was on the list of people the club said owed them a favour in recent leaked emails and their chair won the Fan of the Year at the awards last week. Line my pockets and all that. The Shareholders association weren’t consulted.

    The club SHOULD listen to the fans. It’s them that buy the merchandise. It’s them that pay the wages. It’s them that live the club……………A little different from a University.

    The shape isnt the problem, the awful tower and the lack of laurels are. I liked the NSNO logo. It should be kept. For more views visit this thread: http://www.theevertonforum.co.uk/thread4261.html or have a look on our twitter @theefcforum pretty much 95% of fans are against the logo.


  • Steve

    Frankly academic postulations on the design process couldnt be of any less concern to Evertonians. The issue is one of identity. This is the badge that they wear publicly announcing their allegiance to a team. The previous crest had class and dignity. It was a badge that spoke to past glories (as, in fairness most of ours are now) and it was a symbol we are proud to wear.

    The new badge is a marketing vehicle to sell a football franchise against other members of that football franchise. Whether that is now the reality of what the English Premier League has become is irrelevent. The simple fact is that this badge looks cheap, tawdry and childish. One wit on the Everton fansite ‘Blue Kipper’ changed the text on the new badge, retaining the same font, from ‘Everton’ to ‘Fisher Price’ and the result was something that looked perfectly at home on a pre-schoolers toy. This is meant to be something that grown men, some with decades of emotional investment in their club, are meant to associate themselves with?.

    The whole episode, far from a shining beacon of the designers art, is perfect example what goes wrong when a designer is not given a full brief.

  • J

    Ha, totally ridiculous!
    If you read the open letter on http://www.nsno.co.uk/everton-news/2013/05/open-letter-to-everton-football-club/ talk about biased brainwashing and putting words into people’s mouths. If they’d not have mentioned it nobody would have even noticed I bet! How about letting people make their own minds up without someone else’s forced opinions rammed down their throats.
    The Everton website has 8 pages and multiple videos explaining the reasoning and process.
    Also when you look at the past crests too these feature all sorts of different arrangements with/without dates/badge/motto etc
    Appreciate it’s a matter close to people’s hearts but it’s given to graphic designers because it’s their profession which should be also respected just as you would anyone else’s profession. The designer is consulting with all kinds of people along the way including fans and people connected with the club though so it’s not just one person’s decision. Ultimately someone has to do something and it will never please everyone unfortunately.
    My opinion is I like it as it’s more modern and will fit in with the modern game but still keeps reference to the clubs heritage.

  • mxb

    I don’t mind it. Its bold and graphic. It could be a lot worse.

    I can’t see what the big deal is, but then I’m not a big football fan – so I guess I might not be the best person to comment.

    Equally football fans aren’t necessarily designers, so maybe they’re not the best to comment. Maybe only Everton supporting graphic designers should comment.

    People like to create a fuss, get a feeling there’s some inverted snobbery going on here e.g poncy elistist designers having the audacity to ruin the logo beloved of true fans etc etc

  • Phil

    J’s response exemplifies “…those who don’t…” perfectly

    Whatever was or wasn’t displayed on the players’ shirts, the crest with Tower, wreaths and Latin motto has been the crest of Evertton Football Club since the late 1930s

    And we don’t need “Everton” or even “1878” on display; we know who we are and when we were formed

    The Scooby Doo version is presumably to give us a recognisable shorthand identity with our millions (yea, right) of followers in Asia or our potential future fans still in play school

  • I have no problem with a redesign, no problem with refreshing the badge, no problem with change. I can even live with the lack of NSNO.

    The problem isn’t change in itself, the problem is that the new badge looks cheap and tacky.

  • One of the problems is the shape of the crest, if you compare it to the previous one, the new version has become pear shaped, no doubt to maximise the size of the word “Everton”. By doing this the proportions have become bloated and cumbersome, its lost the elegance of the previous crest, and certainly doesn’t look athletic, which isn’t the best for a brand involved in sport.

    I don’t mind a rebrand, and can sympathise with the club’s justifications for going about the rebrand, its just not very well executed, even the non-design savvy fan is apparently seeing this.

    Petitions aside, unfortunately I can see it staying… It will be an embarrassment for the club if they don’t stick to their convictions, and they have probably all already gone down the costly route of getting things reproduced and getting new manufacturing processes updated, which is of course the real reason rebrands cost so much.

  • L

    Everton are going through they’re biggest change in a decade. Moyes laving for Man Utd. Finishing above Liverpool again! (to my disgust) Important players possibly leaving. Back room switch around.

    Ask yourself this question, Will the new badge, and mentality to progressing through this substantial change of the club turn you away from the club, and across the road to Anfield? I think not.

    Trust the decision. Trust the idea. But most of all, stay faithful to your club, rather than outright declaring fear of progression.

    Look at Spurs! look where they are now. New identity, whole new lease on life, and yes. I’m sure there are a handful who dislike it the badge, but the fact is. It’s really not that big of a deal, and i’m sure they are too pre-occupied with how great their season was, and trying to keep hold Bale.

    Everton are a great team, a new badge wont change that. It won’t lose its heritage. If anything its more true to it now that the tower is a better representation of the original. Latin motto? you’re bothered? Inspiring a new generation of fans, players and investors aren’t going to be thinking ‘Hang on, they don’t have a latin motto on their badge!?,’ (and in a true Duncan Bannatyne manor) say “I’m out”

    You didn’t see many flags of war embellished with mottos, and dates. Simply the colour, and symbolic way in which it was flown was enough, isn’t that what football is? Passion, love, strength and pride.

    As for the Fisher Price comment. Please. Don’t be silly.

  • Like anything, people are seeing the crest in isolation. They’ve not really had the opportunity to see how it translates to strips, merchandise and corporate collateral. It’s a strong and direct design, and it will reproduce much better in thread.

    Just because something can give the illusion of appearing ‘simple’, doesn’t mean it’s any less sophisticated. It’s a nice refined logo that succeeds in containing the whole crest within one strong shield. Though, I would have tackled the typography differently. But hey, wouldn’t we all. It should work well on team strips, provided the badge appears not too big. Much more of a presence and understated confidence about it than the stuffy old ones.

  • Jamie

    You’re right Jeff. It looks like it’s got a “big fat arse”.

  • Paul Ramsey

    This blog post exemplifies all the characteristics of blind self-centered thought that Everton fans object to. Those of us who identify with Everton football club identify with the values of a club that is rooted in the local community and has been a beacon of integrity in the football family. A rebranding that includes the removal of those symbols that are at the centre that image is not just objectionable, but incomprehensible to every Evertonian and most football fans. The 1938 design represents most closely the crest Everton fans identify with, upon which the last two crest designs from 1991 are replicas. Despite the difference between the other 6 crest designs Everton have used, the 1938, 1991-2000 and 2000-present designs, are synonymous with Everton football club. The removal of four elements of those crests have become impossible(without damaging the clubs identity): the distinctive badge shape, the laurel wreaths, our latin motto Nil Satis Nisi Optimum and the original design with rap around of Prince Ruperts Tower. Evertonians would accept almost any design as long as it maintained these elements. Two are missing in the new design. Further, Evertonian’s see no need to have the club’s name as part of the crest or our founding date. Both of these facts are fully understood by Evertonian’s and knowledgable football fans alike. Although their exclusion from the crest is not needed either. As a number of people have noted over the last few days – everyone knows who Everton are, we play in Blue Shirts and White Shorts and are founding members of the football league. Most Evertonian’s care little that arm chair and foreign fans would rather these facts were made simpler for their consumption. In short, the redesign is not sypathathic in any sense to the clubs history, its tradition, its place in the local and football community, its until relatively undamaged integrity in an era of characterless football clubs, or importantly, its fans. Aesthetically, its design is abject at best and repugnant at worst. But then, Everton fans are not all failed artists.

  • Steve


    Silly? I think not:


    You talk of Spurs who did a good job of their rebrand…I’d go further and say Crystal Palaces was also very well done. Perhaps had this one been of equal calibre and precisely less ‘fisher price’ then maybe the dissent would be limited to those few who grumble about everything. Its not though I appreciate designers are usually scared of numbers but the 20000 figure signing the petition represents 1-in-2 of the matchgoing fanbase. Half the people in the ground, multiplied by their family and friends, who are unlikely to buy or be bought merchandise with the new crest.

    Even for those posting above, who prove out the ‘clueless and poorly briefed designer’ problem so magnificently, tens of thousands of lost merchandise sales has to flip a switch somewhere?.

  • Tubey

    What an absolute train wreck of a review this is. You literally have no clue what you’re talking about – the issue is with the lack of laurels – a cornerstone of our emblem that reflects a winning club – and to a lesser extent the removal of an ideal in Nil Satis Nisi Optimum, asymptomatic of a continual erosion of our clubs stature from boardroom level down.

    It’s people like you that have caused us to be lumbered with this stupid thing – yet even from a design point of view it’s a heavy bottomed cartoon mess.

    Embarrassing article, it really is. All you have done is parrot the club website resources with literally ZERO pre-existing knowledge of the subject matter.

  • If the shield could lose a few pounds it might appeal more to those offended by its design rather than content (or lack of) – Arsenal and Spurs recent(ish) rebrands show what can be done when £50 ain’t the budget and ‘hush hush’ ain’t the brief.

  • Jack

    I agree with a few of these comments. I’m a graphic design student and an Evertonian. They simply didn’t consider the fans enough, if you look at the little “crest evolution” video it shows a sheet with reasons such as “fans love” and “heritage” and then simply “change it” afterwards, which is kind of rubbish. I completely see what they were going for in terms of modernising, but the design is rubbish, otherwise it’d be featured on design blogs for its aesthetics and not its controversy.

    Anyhow, Everton have just issued an apology and confirmed they will be listening to fans. http://www.evertonfc.com/news/archive/2013/05/28/a-message-to-evertonians
    Not what I’d call bad news for design, but actually exactly what should have happened.

  • People Power, from The People’s Club!!!!

    They have obviously read their own motto – Nil Status Nisi Optimum!

  • Matthew Keenan

    So we are wrong because we didn’t give it a chance?
    You don’t see,mot have understood the position very well. The crest it replaced isn’t 23 years old, it’s been around since everton first introduced a crest. That graphic merely shows how it appeared on the shirts over the years.

    More research needed before commenting.

  • I actually saw the badged leaked a few months ago, and thought it was a bit of propaganda, or maybe to throw people off the scent of what it would really be like, (you often find it with new kit designs, but in the end they never look like the leaked images)… the leaked one got a slating back then. I was quitely hoping, and excited that they might do a rebrand, was just a shock when it was the leaked one.

    Like I said I can understand their reasons, all makes sense, and I don’t mind losing some of the elements, they can continue to be used as sub branding devices, I just think it could of been finessed more. i.e. the pear shape, and I don’t think sentence case “Everton” has ever worked that well, if you look at the Arsenal badge it looks OK, as the uppercase “A” and ascender of the “l” give it balance, works well as bookends, “Everton” probably needs to be uppercase or monocase or something. Plus the blue is an RGB blue when they should use a blue that is representative of how it will look physically… Its just little things that could be tweaked.

  • Chad Schofield

    I think you have confused ‘design’ with ‘dictation’. Good design does not make people recoil. The process has not been “open and honest”… it’s been painfully rationalised at length after the event by sycophants.

    This is not something that can be redeemed because it is comfortable or ergonomically pleasing. It’s certainly not aesthetically pleasing and seems to have been born out of ease of reproduction than anything else. Great so we now have a remedial design. I’m just glad that the club have taken a small backward step now. I though will not be buying anything with it on.

    “It would be bad news for design if the efforts at the club were rewarded with a similar fate.”… please, please never “design” anything for me. A shit sandwich is a shit sandwich no matter how many flowery words you use to describe it or the thought preocess behind it.

  • Dixie

    This is totally unlike the University of California’s new logo. Does that logo feature prominently on merchandise that fans (not students) are expected to buy? The club motto is not just ‘much loved’; it a woven into the fabric of the club and means so much to people’s lives. Of course the design should be changed because so many objected. The club may be owned essentially by one man, but the club’s soul belongs to the people. To some designer (particular one with no emotional attachment who doesn’t support the club) this is just another job. To the fans this is a passion, and a crude design such as this one is on a par with vandalising and burglarizing the family home. The masses dictated this design was not desired nor wanted and the masses quite rightly got what they wanted. Perhaps the world of design would do well to take on board what is desired by the majority in future. Design just for artistic sake should not be scared, especially if it offends and saddens. It’s not done it’s job then.

  • joe baglow

    I like it

  • Stuart Smith

    It’s good.
    Nice and clean.
    But the tower does make me think of a beehive… a bit.

  • Give it six months, and people LITERALLY won’t be able to remember what the old badge looked like.

  • The thing is, if it ain’t broken why re-design it? Just to give some designer a lot of money for doing what? Well, not a lot by the looks of it! Design – Especially when it’s lazy design is a wast of time, money and effort!

  • @Dixie

    “To the fans this is a passion, and a crude design such as this one is on a par with vandalising and burglarizing the family home.”

    If someone broke into your family home and “burglarized” it, I think you might develop a sense of perspective.

    For what it’s worth, I quite like the new crest. It retains the character of the old one whilst giving it a fresher feel. Sorry everyone.

  • hmmmm…. the update is a decent one, not playing with tradition too much, but definitely newer.
    I think the building motif is a little ‘willy wonka’ like, like it’s made out of sweeties or something. Or perhaps a bee hive.

  • @GaryLathamPhotography

    It is broke, the article (and Everton site) clearly says there is a problem with digital reproduction.

    Some awful comments on here. The in-house team did a good job.
    You can’t please everyone, and they delivered a solid piece of work on spec.

    Everton should not be backtracking and shouldn’t have caved in, in regards to dropping the badge for 2014. It seems they don’t have any belief in their in house team, it’s slightly insulting considering they’ve done a great job and all they’ve had is negative feedback.

    @Bruce is correct. If you challenged anyone here in 6 months time (even now in fact) to draw the two badges from memory, the updated one will prevail.

  • If Everton had done what they wanted to do they should have made soothing noises to the people that rejected it, while acknowledging peoples concern but having conviction in what they did and then got on with it, if you believe in it, you believe in it.

  • Alexis

    “What an absolute train wreck of a review this is. You literally have no clue what you’re talking about – the issue is with the lack of laurels – a cornerstone of our emblem that reflects a winning club – and to a lesser extent the removal of an ideal in Nil Satis Nisi Optimum, asymptomatic of a continual erosion of our clubs stature from boardroom level down.”

    I think you need to get with the times. All football clubs have past glories – and past glories don’t keep football clubs in business. You’re a multi million pound business, not a Sunday league side with an emblem that was designed in a school competition.

    It’s interesting that nobody bats an eyelid when Formula One teams change their logo.

  • Nick Jones

    Mark Sinclair, as a design professional surely you can identify when looking at the new crest design there are many technical faults and bad decisions made here. The lack of finesse in the logotype ‘Everton’ when compared to Arsenal, La Galaxy, ACM, Juventus is obvious. The bulging weight the bottom part of the crest now carries, as well as the beehive like tower is completely un-sporting in it’s appearance. The weak use of the numbers 1878 which don’t show up when the logo is reduced down for twitter and Facebook. The royal blue/navy blue and yellow all too close in tone so again it just looks too vague when reduced down in size.

    As a designer it was interesting to see from the immediate response made from practically all areas of Everton support that it doesn’t take a design eye to recognize when somethings not good. Your design eye seems to be a little off if you think it competes with the other badges – it doesn’t even come close.

  • Got to agree with the majority of people here Mark Sinclair – the new Everton badge is a very very poor piece of design, brought in, mainly, I’m led to believe by a need to reproduce the badge in a simpler way on replica shirts. With all elements held within a shield a simple badge can be sewn on rather than each element individually embroidered. Whether this is true or not, it is what many people are saying to me.

    Although I am not an Everton fan as author of the True Colours series of books on football design which along with the http://www.truecoloursfootballkits.com website I hope I’m not blowing my trumpet my saying I do have a lot of knowledge in the football kit world. I also run my own design agency, The Design Practice, so I do have a foot in each camp and always approach analysis of a new kit or badge from a strong design perspective from which the Everton badge fails.

    The fact that it also fails from a football supporter’s point of view in omitting various key elements of Everton’s heritage and identity illustrates to me that it is a very ill considered piece of work.

  • Luigi (Man United fan)

    What about appointing a manager? First things first. All this discourse over a club badge. The new design is as the designers state, cleaner and far more reliable for its many intended uses. What do Everton fans want to see, more dodgy reproductions of their famous club crest, or consistency of quality each and every time. Everton’s football is good, their new badge is good, cheer up Everton fans, you will soon have a new manager to criticise.

  • michael

    I like it.

    The new tower image looks like the actual tower, previous ones look nothing like it. (wouldnt call it a tower tho)

    Going for a redesign with fans input will never work, Villa tried it 5 years ago and look at the state of our badge now. Keep with it Everton fans, its new and different so you immediately dont like it, you will get used to it and like it eventually.

  • I’d be more worried who was going to be the next manager if I were an Evertonian

  • David

    I thought Evertonians wanted a blue Liverbird!

    Liverpool have returned to the maost famous mark in world football and Everton have made a complete mess of their re-brand. The badge awful and the elements look lost and disjointed. The prison image is good and I think a simple version of that with EFC below would look great. The motto could also have been used I think.

  • gracie

    Hi Phil, with that mantra you could try to win any argument, but it’s not really a good argument is it? If you don’t get it then it doesn’t matter because you don’t matter. Sort of how I feel about music though. Just saying, not arguing with you, because I’d obviously be wrong if I did.

  • As a Man CIty fan, I think I can understand supporters feelings when change happens at their club, whether it be ownership, management, players, stadia or even logo. The fact of the matter is we have a loyalty to the club that is irrational. I couldn’t do anything about our loss to Wigan (well done them) at Wembley a couple of weeks ago – though as a City fan I did sort of expect it to happen… but I’m still, as they say, sick as a parrot!

    As a designer I’m fascinated by what is happening to brands via social media and what designers are doing about engaging with these vital and potentially vocal audiences. It just so happens that there is a Designers Breakfast at the Design Museum on 16 July called ‘Collaborating with the crowd’ which explores this very issue. I’m the co-curator of this series, and our theme this year is collaboration. We have confirmed speakers of Ian Stephens, principal and head of global strategy of brand consultancy Saffron (Wally Olins is the chairman) and James Hilton, co-founder of AKQA. Here’s a link if you are interested.
    Should be interesting.

  • I think that the new logo has too much going on. While I can appreciate the contrasting blue and yellow colour, the details are too much. When colours are that strong, the rest should be kept clean.


  • Paul Gladwell

    Get your facts right before writing joke arguments, the current badge has been the clubs official badge since the 1930s minus the word Everton and the 1878.
    Even when the badge was not on the kit a few years in the 80s the badge now was still the official club badge
    On season tickets etc.
    You show ruperts tower how it evolved, it has been the same too, even when it was different on the kit the ‘official’ club badge has always been the same,never that 1991 effort, this new wizard of oz tin man badge is now the official club badge on everything, it is embarrassing and will lose the club thousands in merchandise.
    Read your history next time .

  • Mark Sinclair

    @Paul Gladwell
    All the images used here were taken from Everton’s own website, where there is even a page called The History of Our Crest http://www.evertonfc.com/the-history-of-our-crest. That’s the “history” I referred to. The Kelly crest was used on neck-ties from 1938, there were no crests/badges on shirts throughout the 40, 50s and 60s, until a version was brought in 1978 (in the graphic you can see it looks different to the 1938 original). It was then redesigned in 1982. If you say the original Kelly design was used throughout that time on other things, then fine. But in terms of any history, it’s all taken from the club’s, er, History page.

  • Trevskii

    Fat bottomed brand, you make the tweetin’ world go round…

  • Kathy Kielty

    I’m not an Everton fan, so perhaps my views fall into the academic category criticised above. But I am a UCLA graduate – and very aware of the controversy surrounding their failed re-branding. Thank you for writing this article – I think the points need to be raised!

    The unasked question is – who “owns” a brand? Is it the club management or is it the fans? In my mind, it’s the former. Like the management of the team, fans will always have strong opinions that should be listened to – but ultimately, the club management makes the decisions. Isn’t this the same with all brands? What do you think?

    And, for the record, I think the Everton re-brand is a good one – especially justified when viewed alongside the other Premiership teams.

  • A

    Clients need to toughen up. The furore will eventually die down, in 6 months no one will care, in 12 months no one wil even remember the old crest. Who hear remembers Le Arse’s old crest??

  • The old logo looks like a surprised kid and if you stand it side by side with other crests, it just doesn’t fit.

    I’m not a professional designer but I thought the new logo is better. Clearer and not crowded. I like it.

  • Beware wet paint.
    Design lasts, opinions change.

  • Geoff Naylor

    You can see why Everton have had so little success when you read some of the reactions to the new ‘badge’ and gather that the project has been cancelled (or have I got that wrong?). A ‘badge’ redesign can’t be carried out by 40 thousand fans (The old adage of ‘A camel is a horse designed by a committee’ comes to mind), even if a design approach should be sensitive to the fan’s wishes and the club’s traditions in general. There has to be an awareness that many club ’emblems’ are horribly outdated and ugly; including bad illustrations and even worse typography.
    There’s nothing wrong with this Everton redesign to my mind. The club should have shown it’s metal and commitment and pushed it through…

  • Alan Melton

    Hi guys & girls. Please check out my crest design out. Just click on the link. I’d really appreciate some feedback on the things people like and dislike.


    Many thanks.

    Everton Al.