As my previous article on this topic suggested, I was awaiting the unveiling of the options for the new Everton request with a mixture of anticipation and trepidation. I was heartened by the belief that the design of the club's new emblem was going to be in the hands of a professional agency and was looking forward to seeing an outsider's interpretation of the principal elements, not least the Prince Rupert's Tower, which is central to the visual identity.
I hate to say it – and I genuinely mean that with the feelings of everybody involved in mind –– but, like many Evertonians, I was underwhelmed by the three choices offered up following Kenyon Fraser's consultation period and design deliberations. Honestly, I was expecting four or five polished options from which to choose (as was the case when Crystal Palace opted to redesign their crest recently), although I admit I was concerned by the short runway they had on which to execute that many designs to the standard we Blues were probably expecting.
Crystal Palace presented their fans with six varying options
Good design takes time. Great design takes even longer so it's not surprising, therefore, that the three options that are now up for vote at evertonfc.com all look a little rushed and incomplete, an amalgam of the previous crest, the much-maligned current badge and various offerings designed by fans. Director of Communications, Alan Myers, sensibly wanted to get the process completed in plenty of time for the production of next season's merchandise, but you can't help but feel that a little more time reserved for the creative phase of the process would have yielded a better outcome.
It's a shame because the consultation phase of the process was wholly inclusive and extensive and it really felt as though we were having our say on what is an emotive issue. With all the creations by fans flying around Twitter and being uploaded to the club's website, there was always a danger that an overly focus-grouped, "design by committee" approach could overcome the project and the rather haphazard feel to the final options seems to have borne that fear out.
The options show that the club and Kenyon Fraser clearly listened to fan feedback but, perhaps out of fear of repeating the error of the existing badge, it appears as though they have opted for a literal reproduction of existing elements rather than using the ideas from supporters as inspiration for a new interpretation or imagining of the key components. The result is that we're left with options that are better than the current abomination but inferior to the version that went before it.
Each of the options in their own right is an improvement on the existing "beehive" design, but you could certainly say that at least a couple of the fan-designed options are superior and more cohesive. Perhaps only Design C has really followed through on the original brief of modernizing and simplifying the previous crest and making it more striking. If a departure from the heraldic shield was going to work, though, it really needed to be a superb design and, unfortunately, C suffers from the general disappointments inherent in all three crest options and the white flash at the bottom of the shield doesn't quite come off.
The wreaths and "1878" on all three designs just seem to lack visual weight when placed next the tower and all three elements therefore feel disconnected. On the 2000-2012 crest, there was a continuity in the stroke widths on everything from the heraldic shield to the wreaths, tower and scroll that just isn't present here. This is something that could be refined, however, and I fervently hope that the club use whichever crest is selected as a starting point rather than as the finished article.
The tower, specifically and most importantly, is a big improvement on the more literal current version, though. I was really hoping for a new take on it but I'm pleased to see the slope re-introduced as a nod to the fact that the roundhouse sits on Everton Brow. The fence looks a little rigid and rectangular – a tweaked version of the previous Tower where the fence is rounded at both ends (right) sits more easily with the curves of the shield – but, again, this is perhaps something that could be refined further.
Crest B is an attempt to bridge the previous crest with the current badge but has proven unpopular due to the preference for "1878" over the laurel wreaths and the rather awkward placement of the club motto at the bottom of the shield. Again, it lacks a certain professional polish but many fans have stated a preference for the placement of the name "Everton" above the tower on this iteration and that might be something to consider on Crest A which looks likely to be selected as the winner in the vote.
Indeed, it's hard to look beyond Crest A – anecdotally it's the clear favourite among fans and frankly, it's the obvious choice. As explained above, it has its issues over a lack of consistency between the presentation of the elements, but it is easily the most traditional and "Everton" of the choices.
I have issues with the superfluous "nipple" at the bottom of the shield and scroll which has presumably been employed to retain the circular path for the scroll to wrap around the bottom but it looks a little geometric to these eyes. The overall feel is a little flat and lacking in depth, though, particularly when placed on the home jersey where the light stroke on the shield doesn't give it enough separation from the royal blue on the jersey around it. The reversed, white version that the club show on the official site would provide more contrast in this instance.
Bizarrely, though, we've come so far back around to the previous crest with this version that you have to wonder why we ditched it in the first place. Such is the affection for the 2000-2012 version that many fans have called for it to be reinstated or, at least, reworked so that it meets the objectives and rationale of the original redesign that prompted this consultation and redesign in the first place. By removing one wreath from the previous crest, you can make room for "Everton" at the top and the restoration of the scroll at the bottom with more of an overlap with the shield would create a more obvious union between the two and lessen the temptation by third parties to leave the scroll off.
A reworking of the popular 2000-2012 crest with all
the elements contained within the shield and scroll
At the end of the day, though the consensus is that the three new options that have been put to a vote haven't hit the mark, they are at least a step forward from the travesty they will replace. There have been calls for the club to scrap the vote, go back to the drawing board and come up with more options and seeing how important an issue this is – as much as some who are tired of the issue are yelling "it's only a badge!", the time and energy that's been invested in the process prove that it clearly isn't just a badge – it wouldn't be a bad idea. I can't see that happening, though, and if Crest A is the one that is chosen, it's something I, personally, can reluctantly live with but with the hope that it could be refined and improved to create something sharper-looking.
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274 Posted 24/09/2013 at 23:22:44
Should we actually go with any of them (from the club's crest designs) I can see my self imposed ban on any buying merchandise lasting a lot longer than one season, be it ten years or whatever.
293 Posted 24/09/2013 at 23:51:18
308 Posted 25/09/2013 at 00:43:58
Personally, I think there have to be two laurel wreaths. It's the two eyes and the tower is the nose of the 'Everton Owl' mentioned by quite a few. It's been around for 75 years, it's Everton - to me anyway.
I even toyed with a design using 9 wreaths in a circle to signify 9 championships, but it just didnt feel right to me. Similarly only having one wreath does not seem quite right.
I'm not bored with this shit, to quote another post, but I do get the feeling we could do this for months and get nowhere fast.
310 Posted 25/09/2013 at 00:46:17
David Pearl, 'move on' to WHAT exactly?
You want to move on, fucking move on (and nobody gives a shite what you're bored with - if you're bored, go to another thread or do something else ffs)
Seriously, is there a more meaningless and trite expression in use today than 'move on'?
It's like a child trying to control things - "I don't like this subject, why can't everyone talk about what I want to?"
311 Posted 25/09/2013 at 00:59:35
317 Posted 25/09/2013 at 01:13:24
I too miss the Owl and that represents my Everton badge. Of course my views are most important... pity I can't remove those who disagree really, isn't it.
320 Posted 25/09/2013 at 00:48:38
It almost seems like the designers took an attitude similar to David Pearl #301 when it came to these creations.
A is the best in my opinion but I agree with Lyndon that (assuming we won't suddenly be offered a new batch of 6 to choose from) this one should still be worked on and improved in certain areas.
It currently doesn't look so good when placed on the shirt (I believe C actually looks best in that context), but I can't say I am opposed to it overall - when all said and done it isn't a million miles away from the 00-12 version.
I think that true to the club's recent history, when faced with an opportunity to take a leap forward, we have opted for the safety first approach with the result being that we just stand still.
322 Posted 25/09/2013 at 01:20:42
It has a certain class and..um.. style and elegance.
Come to think of it, it's exactly those elements that are missing from the three designs the club have given us.
325 Posted 25/09/2013 at 01:56:57
I think the issue was your insulting attitude rather than any sort of disagreement for which you as anti-hero can come on here and whinge about censorship or whatever. You are not some sort of victim as you say but someone who sent a silly insulting post.
Thanks for a top-notch creative post I only wish that you had some influence in EFC's commercial/marketing/fan-relations branch. If only!
Love the badge on the right and Eugene mate I'm 100 per cent on board with you on the 'move-on-movement'; wasn't there a recent political gang - in the US? The ant-Wall Street folks God bless 'em - called 'move on' or had it as their slogan - ?
This is a culture not a relationship and anything ginger spouts today about the time before June-1 2013 ought to be of relevance for each and every blessed blue.
326 Posted 25/09/2013 at 01:54:21
Had the designers not been restricted to a shield, they might have come up with a variety of designs, à la Crystal Palace. In fact, some of the best fan-designed crests, in my opinion, were ones that dispensed with traditional shield and disc forms.
327 Posted 25/09/2013 at 02:11:19
335 Posted 25/09/2013 at 04:14:50
I like it. There's not one thing I could fault, no matter how hard I try.
Nil satis indeed.
342 Posted 25/09/2013 at 05:42:30
345 Posted 25/09/2013 at 06:23:22
The laurels on the TW logo look much better.
And on the subject of vote. The Club were touting a number of 300,000 as the number of supporters eligible to vote in their all inclusive poll, but only 20,000 actually bothered to respond to the questionnaire and of them there are probably many like myself that will not be able to vote for real.
A case of the 'silent majority' liking the current logo?
346 Posted 25/09/2013 at 06:39:53
If you're not arsed, don't read the article and certainly don't bother to comment on something that some of us are deeply interested in.
348 Posted 25/09/2013 at 06:59:10
349 Posted 25/09/2013 at 07:13:12
Personally, I love the badge on the wall along the Bullens Road. It show a reverse bit of scroll at the top of the crest with Everton Football Club above the tower. It looks like what the Club is all about to me. An original member of the football league, traditional and has Style. That's my favourite of all time and if I could get it printed somewhere, in silver, it'd do for me.
I like your centre most and if we are going to have a badge that reresents the club, then that would be my choice. Each one of these badges are good enough to be Everton's window to the world and put the club's effprts in the shade.
I also don't see why (they may do it, I just don't know) why the club doesn't also have a badge with EFC intertwined for fans to choose if they want, or Ruperts tower along with the two small laurel leaves, then we could have a bit of a choice but I suppose printing costs will come into it.
I certainly wouldn't mind buying kit with one of these badges on but I can't see myself rushing out for one of the "official" crests.
Top notch post and the club look like they will have botched up...again.
Agree with all the comments regarding the "move on" post. Big difference between expressing an opinion and telling everyone else not to voice theirs.
365 Posted 25/09/2013 at 08:39:59
Your design wipes the floor with those offered by Kenyon Fraser.
I said on another thread that the ribbon needs the traditional kink in the middle.
You've added/corrected everything that's missing from crest A.
Seriously this design (not the yellow tinted one, the middle blue one) MUST be sent to the club with the backing of the 1000s of fans who WILL vote for it.
TW, you are in a strategic position to organise this design-push : "People's Club", "Just Do It" and all that.
377 Posted 25/09/2013 at 09:14:42
Whats the chance to get them to rethink it? Or is that just wishful thinking?
381 Posted 25/09/2013 at 09:37:56
386 Posted 25/09/2013 at 09:50:05
390 Posted 25/09/2013 at 09:16:02
I for one am far from bored of this given the bearing it has on our identity (and as my Old Man would say – only boring people get bored, eh….).
In all of this I think the goal of the exercise should / will have been to bring the crest into the modern era (compatibility etc), and in doing so also improve it.
Has it done either?
The original re-design failed because it tried to make wholesale changes all at once (a bit like our team selection last night….) to something steeped in our “DNA”.
The Tower was changed dramatically, the motto and wreaths were removed altogether, and the colours changed. No wonder it was rejected.
The club reversed at a rate of knots and I applaud them for the way they responded but for me the process was floored from the start.
Which Tower do you like (in isolation). Most people say traditional one that’s been cleaned up a bit, so that’s what we’ve got.
Which template do you want (in isolation). Most people say traditional shield – so that’s what we’ve got.
Which of the four components are most important to you? All four obviously got very high marks, with the wreaths coming last so that’s dropped from one of the designs.
So – in isolation, we have been given what we’ve asked for.
The issue is these components don’t go together in isolation – they got together as one, which is why the crests put forward look like a dogs dinner compared to the many of the fans efforts which have been designed as a crest which they feel represents our club and looks great, within itself.
In isolation I voted the “new tower” in last and also the word “Everton” as a component. I was also very vocal about retaining the motto.
Step up Robbie Muldoon’s colleagues effort, which incorporates a version of the new tower, has Everton in it and no motto.
So – based on how I answered the questionnaire I should hate it, but in reality I like it so much so I emailed it to the club promoting it.
Why? Because it works. It looks right. It’s got enough in it to represent and symbolise us, I’m certain fits in with the technical issues the club were trying to solve and looks both modern and traditional at the same time.
My view is if you follow your head, and not your heart too much on things like this you rarely get right result. My head says we need the motto – but I like the “Muldoon Crest” immensely and it’s not got it on.
On paper all of the three designs above should largely fit in with what we want – after all its what we’ve said we want, isn’t it? But it isn’t.
It’s my wedding anniversary today. If my missus said pick a three course meal for tea tonight, as it’s special, I’d say something like crispy duck pancakes / steak and chips / vanilla ice cream and chocolate sauce.
On their own they’re all great - but if she dished them all up together on the same plate it would be, well, pretty rank, wouldn’t it.
And I think that’s what we’ve got here – it is, after all, exactly what we asked for, isn’t it? But none of us really like it.
Now, how’s that for boring!
Onwards and upwards.
395 Posted 25/09/2013 at 10:19:00
405 Posted 25/09/2013 at 10:48:15
As it was a personal response to a personal email I'm not sure it would be right for me to put it up on a public forum here but essentially, without commenting on your crest, he ruled out the possibibility of a fans design.
As you know, your offering, for me is easily the best and the point I made to Alan in reply was that if its right, its right, regardless of who designed it.
413 Posted 25/09/2013 at 11:03:14
I'm not bowled over by any of the three official choices, but I would not be upset if we got A.
415 Posted 25/09/2013 at 11:07:20
Robbie #395... actually no. No I'd not like that because it has the bulbous shield and fat tower.
423 Posted 25/09/2013 at 11:42:58
439 Posted 25/09/2013 at 12:38:58
It will be too much to hope for that the Kenyon Fraser designs are just draft layouts that will be touched up in due course won't it?
People have got to look past what it is they actually like about the badges, because the elephant in the room here is how badly run the commercial side of the club is.
459 Posted 25/09/2013 at 13:57:54
I was impressed with the consultation process up until the unveiling of the short-list of 3. There did seem undue haste (for reasons suggested above) between the end of the consultation phase and the release of the 3 options. I would have thought that several weeks would have been required to fully craft ideas that present the historic elements, that we wish to retain, in a fresh way. The 3 designs lack the "polish" and imagination needed - for example the lettering and the wreaths do not appear to be bold enough.
I suspect Option A will be chosen although I feel that, with tweaks, Option C would be more progressive.
468 Posted 25/09/2013 at 14:20:54
Personally I think it's horrendous but as I say I'm not quite sure how it's come about.
489 Posted 25/09/2013 at 16:53:04
Nice article Lyndon, although I cannot see the club deviating from the 3 on offer. Personally, if given the choice, I would have figured out a way to add "Everton' to the previous crest and be done with - am pretty sure hardly any fan would have had an issue with that and the club could have saved themselves a load of hassle - and money!
Whats a bit of common sense eh?
521 Posted 25/09/2013 at 19:54:59
I can’t accept that it is just a badge and I should stop moaning and get a life. I’ve got a life, I want a badge to be proud of. We can have both.
I personally would accept a completely unique design that relinquishes all of the old relics I.e tower, wreaths, nsno etc as long as it was modern and stylish. This might be an unpopular view but it is mine none the less.
523 Posted 25/09/2013 at 20:18:42
The design in the piece above is superb, would be over the moon with it, but bit gutted that the club will go with almost certainly option A – not awful, but not a patch on Robbie's or Lyndon's. Can't help but think theirs are so much better because they're done with care and thought by people who genuinely love the club.
Lyndon, please forward the club your design and tell them it has strong backing on here.......for all the good it'll do!!!!!!
528 Posted 25/09/2013 at 19:54:07
531 Posted 25/09/2013 at 20:36:37
542 Posted 25/09/2013 at 20:55:22
I also think we suffer from our main emblem: "The tower". If you have actually seen it, it is not much of a tower. It is a short fat stubby ex-drunk tank and sheep pen.
Other clubs have lions, tigers, eagles, devils, cannons etc. All symbols of power and strength.
I also have a problem with the wreaths. They are a sign of success and victory. We have not won anything in years.
Just to complete the hat-trick, I don’t like Latin mottos either. It smacks of a club stuck in the past. English is a rich enough language. We don’t need Latin.
I would like to see a fresh approach with fresh modern ideas that symbolise a new Everton. We have done it before. Why not again? I know some of you may be choking on your beer reading this, but is it that wild of an idea?
I am not a traditionalist and I am not a fan of using history to support an argument about football.
553 Posted 25/09/2013 at 21:39:19
Just a simple re-work of the old one. Top marks!
558 Posted 25/09/2013 at 21:47:26
563 Posted 25/09/2013 at 22:20:12
576 Posted 25/09/2013 at 21:25:09
"Underwhelmed" pretty much summarises my and seemingly most fans' reaction to the club's designs, and rightly so.
Without being rude to the designers, cos it's not really their fault, all three graphics come across as rushed, timid, and reek of design by committee.
Option A is clearly aimed at the traditionalists, but they seem to have taken the idea too literally and essentially given us a kind of heritage plaque. Option B is another plaque reworked from the beehive.
(Hate to say it, both give me a nightmare vision of a future derelict Goodison adorned with - "Everton (1878 - 2018) Played Here"). There is little consistency in the styling - the same tower appears on all three badges so it must've been designed in isolation to the rest of the graphics, and you can tell because it doesn't really work with any of them. Or with the wreaths. And what's is going on at the bottom of shield C. It has two points. What for? Why all the different fonts? Like the beehive these just aren't final, finished designs.
Which brings me onto the question - who gave the designers only 7 days? Why?? 7 days to not just interpret all the fan feedback, but to design three new crests to production standard as well? "Oh and by the way if you get this wrong you'll be vilified by the entire Evertonian fanbase". They must've been shitting bricks and for me it comes across in the finished product.
It's no surprise some of the fans designs are better because they're not working under the same pressure. I worked on mine over weeks and whether you like it or not, I know I can justify every decision I made, every line was carefully considered - because anything less just isn't good enough. Because the motto doesn't say "that'll do".
The club have missed a trick by not making this an open competition because they've excluded designers who are both genuinely bothered and also free of the constraints the professionals are working under. If the club have been so patronising to assume there isn't a shred of design talent amongst it's several hundred thousand strong fanbase, then at least invite a number of design agencies, preferably with a track record in football branding, to pitch ideas rather than just the one.
Still many unanswered questions on this issue for me.
578 Posted 25/09/2013 at 23:58:40
Regarding the badge... I never even liked the old version to tell you the truth. Unfortunately the club have minimized our input once again with the limited choice on offer. Just frustration. However, I'd like us to make our pick (probably A... C would do) and then move forward and concentrate on what matters most. What matters most to me is to start being more competitive within the league... which seems impossible given our ownership and current stadium (as much as I don't want to let it go). Keep up the good work!
588 Posted 26/09/2013 at 07:15:38
589 Posted 26/09/2013 at 07:26:57
Richard (563), we could do a poll with all the options (including my reworking, the 2000-2012 version, the current badge, etc) but it all seems a bit redundant at this point. Even though the fine print says that they reserve the right to, from a PR and face-saving point of view, the club simply couldn't turn around and ditch the vote or renege on the results in favour of another option. I'd have no problem if they did to ensure the right crest but I can't see it happening.
As David says, we'll kick on with crest A most likely and get back to concentrating fully on what's going on on the pitch.
590 Posted 26/09/2013 at 07:40:46
591 Posted 26/09/2013 at 07:51:32
What dicks they are.
593 Posted 26/09/2013 at 08:31:18
Chang has also got bigger over the years. See http://www.historicalkits.co.uk/Everton/Everton.htm Hope it doesn't keep expanding. Although, I must say, it's quite a cool sponsor name and logo.
601 Posted 26/09/2013 at 10:12:07
605 Posted 26/09/2013 at 10:25:41
I for one am going to contact the club directly and urge them to look at the designs above and read the comments from real fans and see how much it means to us that this is done right. As someone has already said on here, the club needs to realise that it doesn't matter who designs the right feeling badge, what's right is right.
I can't believe the club has said they will not go with a design from a fan – why the hell not if it's good enough? Typical closed mentality.
I'd urge anyone who feels strongly enough about it to do the same, contact them and let them know rather than sit and bleat. Up the toffees.......
606 Posted 26/09/2013 at 10:25:38
I like your ideas but with one caveat – the nil satis ribbon needs a more modern look. In other words, the shield is brilliant but the ribbon isn't right. Any chance you could sort of re-jig the ribbon and give it a more contemporary feel? In that way it would satisfy the 'easily reproduced across media' criterion.
Great work, and especially the white one. Top notch, my friend.
607 Posted 26/09/2013 at 10:25:20
629 Posted 26/09/2013 at 13:05:21
You and Joseph have you own ways of looking at things, as do we all
As for your being in a minority, I feel it's a perfect example of the mantra "Those who do..."
But that's just my view
634 Posted 26/09/2013 at 13:30:45
637 Posted 26/09/2013 at 13:18:49
I just can't see what the club are offering as (A) will be around for too long (a season, maybe two). The fans will vote for a change before too long as we'll always be reminded of what we had before, and what we had before was almost perfect.
682 Posted 26/09/2013 at 16:45:47
Just because they offered up 3 crap designs more than we did doesn't make them better than us, in fact, 3 lots of crap is bad, 6 lots of crap is twice as bad.
695 Posted 26/09/2013 at 19:01:10
696 Posted 26/09/2013 at 19:19:19
It brings to mind the adage, ''If It Ain't Broke, Don't fix It''...
I never heard anyone complain about it... 'Progress'???
710 Posted 26/09/2013 at 19:52:59
It's clearly in 3 of the 6 designs, just as much as it was in their old badge and there's a nod to it in the other three, abeit a very vague one particularly in B but it's referenced in them all.
Unlike us their old badge needed reworking simply because it was rank.
711 Posted 26/09/2013 at 19:48:08
Although this may not be as important don’t let us forget the Kings dock and Kirkby fiascos.
712 Posted 26/09/2013 at 20:05:23
714 Posted 26/09/2013 at 19:37:45
719 Posted 26/09/2013 at 20:23:31
726 Posted 26/09/2013 at 20:56:34
729 Posted 26/09/2013 at 21:03:00
739 Posted 26/09/2013 at 21:36:59
Open on soft-focus, slow-mo footage of a grinning Luvvie handing out vol-au-vents on a match day while we hear his voice.
"People see me smiling all the time but I've had this burning passion inside me since I was a kid and to be honest, I thought the chance had passed me by"
We then cut to him looking longingly at a portrait of Dave Hickson.
"But I was once told never to give up on your dreams and now I'm so close I can almost feel it"
Cut to quiet moment in his office, we see him in a moment of reflection..whilst at the same time fiddling his expenses.
"And tonight I have the chance to show everyone just how much it means to me to fuck up a crest"
We go back 'live' to Simon and the panel
Simon Cowell: "So what's it going to be?"
Luvvie: "Well....I....(sniff)..well...erm..(sniff) the thing is.."
He suddenly bursts into tears.
Sharon and the other bird do that 'pained-heart' gesture and he is immediately put through to the next stage.
A year later our crest is the badge-version of that fat Scottish one who won X-factor a few years back and was never seen again (apart from in Greggs).
740 Posted 26/09/2013 at 21:39:44
[url=http://postimage.org/app.php]screen capture windows[/url]
741 Posted 26/09/2013 at 21:40:23
Have a look at these. They are not my work but after a quick search around google this is what I found. Although I have more radical views on the badge these blow the three abominations out of the water.
Can anyone tell me how to submit an image? Ta.
756 Posted 26/09/2013 at 22:28:56
792 Posted 27/09/2013 at 01:13:01
876 Posted 27/09/2013 at 17:47:03
900 Posted 27/09/2013 at 21:27:44
901 Posted 27/09/2013 at 21:34:31
903 Posted 27/09/2013 at 21:59:13
If it's one person they would choose their favourites, not ours.
If it is a committee they will follow the strongest person(s) on the committee and pick their favourites....and so on.
What you will never get is the fans favourite. If the agency are like any that I have dealt with three separate teams will each have designed a crest based on the results of the consultation and that is what we are voting on, it is the only way that doesn't include somebody picking their favourite to give to us
905 Posted 27/09/2013 at 22:05:30
108 Posted 28/09/2013 at 21:28:06
I find it so weird that of all the cock-ups, shenanigans, re-re-mortgaging, stagnation, porkies etc that this inept Board have perpetrated, it took the off-hand and underhand messing about with our badge that caused Evertonians to react as a unit
In my day, the pitch would've been covered in cushions on a regular basis!
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