I hate the big "Everton" on past & present. I think EFC would suffice with wreaths either side & for the love of god bring back our lovely Latin. This could all be done within the shield. Do this & get someone with half a brain in their nut to do artwork & it might work?

The problem is that the Everton hierarchy appear to have lost all faith in the ordinary supporter and see them as people who are somehow out to undermine the current regime. Yes there are parties who would be happy to see the present regime fall and I certainly wouldn't shed any tears if they did, but most are willing to tolerate the incumbents if they too are willing to accept that supporters have an emotional tie to the club, and as such deserve more than the 'like it or lump it' attitude that has been displayed in recent years.

How difficult would it have been to canvas the fans? Why don't the club use websites similar to TW to communicate with their supporters? What is it that they are so afraid of? When a business loses sight of who its core customers are, it also loses sight of what it stands for and why it exists. Are the Everton FC hierarchy so arrogant to believe that they don't need the supporters in the Sky era? If they do then they don't understand football; every PL team without exception are only two relegations away from falling off the gravy train. It is unlikely that we or indeed most PL clubs will fall so far so fast but it is always worth bearing in mind that, if such bad fortune did occur, any club who did fall from grace would need its supporters on board more than any other time in history.

I think this business over Dave Kelly and the Blue Union clearly demonstrates the mentality at play here, and it's nothing new (KEIOC, anyone?). There is no place for criticism of any kind. They have figured out a way to play lip-service to the lofty ideal of consulting the fans through their Fans Forum — who must have all had to sign NDAs before they were allowed to view and approve the new design.

I shall be very, very surprised if there is even a hint of backtracking on the new crest. They will have known exactly how the traditionalists would respond. With everyone off on their hols anyway, they picked the timing, knowing that the furore will have all blown over and died down in a month or so.

So, because other clubs dumb down their crest to accommodate the emerging American market, we should too? Whatever next? America, re-writing history? Perish the thought....

There was no need for the additions of 18, 78 and Everton in the first place.

Spurs fans were up in arms several years ago when they had their new crest unveiled but now I think it is widely liked for it's simplicity and easy identifiability (notice their lack of a need for a motto and yet we all know what their motto is for its presence elsewhere all around the club and merchandise).

Most difficult to stomach is the allegation that in these modern times our image has become MORE difficult to replicate digitally and for merchandising. Is that shorthand for Kitbag & Nike want to use the cheapest manufacturers with the cheapest tooling for the machinery in production...?

What happened to creative individuality, standing out from the crowd and a passion that Nil Satis Nisi Optimum really does mean what it says?

This has been forced through to appease Kitbag/Nike and nothing else, for a deal which we earn a pittance from. Just another calamity to add to the list which should, very fuckin' soon, be used to hang this board.

There is nothing wrong with updating, but it's typical of Everton to do it in such a cheap and low quality way.

Excellent point. They waited until the end of the season to reveal this ghastly news concerning the thread.

Had they announced mid-season, you can guarantee there would have been protests outside the ground the following week, equalling bad publicity. By allowing us time to digest the design, it it utterly cynical damage-limitation.

The thing that matters is not how it compares to certain other badges but how well it is received by the consumer and you don't have to be a genius to know the majority of fans are abhorred by it.

I would love to know who put forward this idea and secondly why the board thought it was such a good idea.

For the club to claim they consulted the fans', by virtue of asking a small group of invited forum members (no influence there then), and to then say they are surprised by the backlash, beggars belief. Except it doesn't, does it? Form book?

http://t.co/8VIZ1NVthe

I am not sure what all this badge comparison does anyway as there seems to be a large range of designs even among the recently changed ones. The only common factor is that they have unique features that make them recognisable once they have initially been identified.

It seems to me that the simpler designs tend to need the name included as there is probably a risk that they will broadly resemble some other emblem in use somewhere (the French use a cockerel as a sporting motif for example), which is something that the more complicated designs don't need as much.

People who don't know the club may be able to say who our badge belongs to but that won't mean they will know who we are (it doesn't actually identify us as an English football team) or necessarily be inclined to find out.

The fact remains that the main problem with the new crest is the ugly and squat tower which will be as meaningless to first time viewers as it is off-putting to many of us.

According to NSNO Everton officials were already talking about making additions to the badge after witnessing the fans’ backlash to the leaked images on the internet.
Robert Elstone who has returned to work after a lengthy absence through because of a shoulder injury is rumoured to be disappointed with the current design mainly because of its lack of history.



I was originally against it (I didn't like it when ToffeeWeb format changed either but now appreciate the improvement) but was swayed by the OS presentation. Then again I used to be indecisive...

My local Plumbers Merchant, or whoever, can go to a major drycleaning outlet in any Mall in town and have something much more complicated put on the polo shirts of the work force .

Yet another in the long litany of EFC marketing none events.

If the shirt buying backlash does kick in they won't tell us, but it may be obvious towards the end of next season, when, instead of the odds and sods 4XL stuff on sale, they have an absolute shed load of stuff on special to get rid of and do you know what, I STILL won't buy it.

Fuck em

The badges that are of interest, for the purposes of the present argument, are those - fans who know all their club badges aside - that are completely unrecognisable to the uninitiated. In this age of instant messages and short attention spans potential new fans need to be helped to identify with clubs. A pound to a penny folk will completely ignore the undecipherable ones and gravitate more to those with clear, uncluttered info and a memorable, identifiable symbols.

I bet when the Penny Black was introduced in 1840 and some (previously untroubled) company received it's first complaint by post (bearing the stamp), they said "See how the Penny Black has changed things. I don't remember any of this hoohah...."

The reason there is a 'hoohah' now is because people can now make their voices heard like never before.

Instead what we have is an awkward design which attempts to merely cram a number of disparate elements together, whilst attempting to pander to current football marketing trends. A good design would be able to solve all these practical problems in a classy & intelligent way, and this should come through instantly to the viewer.

Patrick Murphy above reports via NSNO that the design was released in the absence of the club CEO. Do EFC's marketing department have free reign to carry out a branding exercise in total autonomy? That in itself is pretty worrying. If they decide to re-incorporate some of the traditional elements of the club ID back into this idea, my guess is that we'll end up with an even worse dog's dinner of a badge.

Rip it up and start again for next-next season.

If you honestly think there is any similarity between, for instance, the latest Tottenham 're-brand' and our new abomination you clearly know SFA about design.

And as for "does have more than one foot in the past is so many ways."
What the hell do you think "And if you know your history" is all about?

It's not a re-brand, if anything it's a de-brand. Appalling! Sack the board now!

I'm aware of the leaks, but the fact they left it until the summer to officially announce smacks of total cynicism.

The fact is, that it is going to change and we probably don't have much say in it - is it true that some merchandise with the new crest is already on sale?

Personally I much prefer some of the other designs I've seen on here, ones with the motto included are preferable for sure. I don't like the new one either, and have voted against it in the poll on here (not that it counts for much), just to register my displeasure.

If my original post sounded as though I back the new one, then I misled you and apologise. I was aiming more at the fact that we DO need to modernise our club in so many ways, and having a badge that shows a more modern/forward thinking club is probably part of that.

The one they've gone for is dreadful, that I stand by.

I'm not a fan of design by committee either though so I understand the club being in a slightly tricky situation.

The answer then? Well how about using an external agency with a history of doing great work in the sector rather than relying on your in-house designer?

Look at what Navy Blue did for Spurs a few years back: http://www.tottenhamhotspur.com/spurs/The+Club/protecting-our-brand.page - the redesigned logo is in the centre and, again in my opinion, it's a clean, simply and elegant design.

What's more, they even commissioned Dalton Maag to built them a custom typeface to work with the new badge

What Spurs realised, is that investing in your brand's visual identity can add massive value to your brand.

What we've done is what we seem to be doing with everything, taking to cheapest, easiest option in an attempt to 'fluke' a win out of it and this time, it very definitely hasn't worked.