A redesign of the club’s badge was always on the agenda of former Villa CEO Tom Fox, as he attempted to revamp the club’s commercial concerns. Unfortunately, what Fox didn’t realise fully was the foundation of the business of a football club is firstly cemented by the product on the pitch.
The badge change was commissioned earlier in the season seemingly aimed at the digital side of operations. The club held limited off the radar ‘consultation’ with some fans regarding both the badge and also website re-design. While MOMS knew about this for some months, we were never approached by the club (a mistake they seem to keep repeating to their own detriment).
Should it have had wider supporter consultation? Especially when you have an owner who wants to sell up, so there could be a new owner in a year or two seeking a new image and badge for the club.
The new badge was registered on 28. 8. 2015 over a widespread of trademark categories. The main concern though is there is very little difference between this new badge (right) and the old (left).
Out goes the ‘Prepared’ motto and the lion is a more ‘wilder’ variation on a theme. It actually could be mistaken for an outtake from the initial design drafts for the previous badge.
While the badge in isolation isn’t a bad design, it doesn’t divert enough from the original badge design to justify the expense of updating all the relevant physical and digital properties.
Interestingly, four months later a fully-detailed lion was registered on 22.12.15 for bag, clothing and toys categories also. The lion in more detail actually looks more eagle-like in its face design. It certainly works better in silhouette.
The purpose of the redesign the club states was ‘undertaken to make us more effective in the digital age’. It explains the removal of the ‘Prepared’, which wouldn’t show up clearly on social media platforms for example, but if you’re going to change with digital as your focus, then surely a circle badge design would be better suited to the job rather than an awkward crest/shield?
It was certainly at the forefront of MOMS thinking when we decided on a My Old Man Said circular badge.
The word on the street is many fans and club backroom staff during the consultation process favoured a round design. It’s no secret that there’s constantly been an outspoken call from some Villa supporters for a return to the early 1980’s round badge design.
While a new kit manufacturer in Under Armour will herald a new range of kit sponsor merchandise anyway, the in-house merchandise will need updating. All the signage in the stadium and around the ground will need changing. The signs and also the mosaic outside the Holte End will need updating too.
The club has quoted £80,000 for the update work (and not the £2 million in the press), but this is only the immediate work they have scheduled to do in the summer, with changes in the stadium to be kept to a minimum (but it will be an eventual cost; probably only undertaken, if the club gets promoted!)
What do you think of the new design? Are you upset there wasn’t a wider supporter consultation process? Remember Everton fans recently overturned their club’s new ‘modern’ design when they weren’t consulted properly.
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