3 days ago
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Today
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Design Continuity
The updated logo is a vibrant new take on AS Roma’s memorable crest, which has represented the Club since its inception. Many of the key elements, endemic to the city of Rome, will remain the same, including:
1) Historic Shape of the Shield – The updated logo maintains the shape and proportions of the original AS Roma crest, represented in art and sculpture throughout the city. The additional black line in the middle provides a stable base for La Lupa Capitolina and her twins.
2) Traditional Red and Yellow Colours – The classic color palette, which evokes the colors of Rome, remains and will continue to pay tribute to the community that the Club represents.
3) La Lupa Capitolina with twins Romulus and Remus – The Club that represents Rome is inextricably linked with the birth of the Eternal City, founded 2,766 years ago. We continue to honour the icon that is recognized worldwide.
Design Evolution
AS Roma has tremendous brand equity that far outpaces that of nearly every European sports club. The Club has carefully evolved the logo to respect the past but represent the future.
1) ROMA – The city of Rome is known and admired throughout the world. To properly acknowledge the unparalleled bond between the Club and the city, the monogram ASR has been proudly replaced with the full name of the city.
2) 1927 – The Club has tremendous respect for its history and the accomplishments of its players. During the 2012/2013 season, AS Roma introduced the first Hall of Fame in Italy. Placing the year of the team’s foundation into the official logo pays further homage to the legacy of the Club.
3) La Lupa Capitolina – This icon has become stronger, more graphic and more modern, a new wolf for a new era. She and the twins are represented in a 3-dimensional manner, to better represent the magnitude of the brand within Rome and around the world.
4) Typeface – The Trajan Pro typeface used in the updated logo is an ideal fit with the traditional shape of the crest. It is honest and strong, a modern evolution of a classic. A second complementary typeface – Helvetica Neue Light – will be used in all Club communications.
5) Accent Colour – A metallic silver color has been integrated into the logo. The addition of the silver brings a refined and subtle diversity and depth to the AS Roma colour palette.
6) Wordmark – A new wordmark for AS Roma has been designed using the same Trajan Pro typeface so that it complements the shield logo in an enduring fashion. It also utilizes a “dot” to separate the words, reminiscent of the ancient style used on Roman statues and monuments.
Today
Everton has introduced the next evolution of its Club Crest today.
The new, more modern, cleaner and dynamic design has been created following an extensive consultation process with fans, supporters' groups and branding experts.
It combines four historic elements of the previous badge - the Tower, the shield, our name and the year of our formation - to form a concise, modern and dynamic representation of Everton.
From the very outset of a process which began in Autumn 2012, the Club’s in-house design team talked to fans about our Crest, its significance, its meaning and the importance of the individual components.
The project team received feedback on initial concepts from the Club’s Fans’ Forum – a representative group of Evertonians including Season Ticket Holders, Supporters’ Club officials, Corporate Members, Shareholders and fans from the Everton Disabled Supporters Association. The Forum gave honest and candid feedback and suggested changes which, where appropriate, were integrated.
The updated Crest now boasts a more realistic version of the famous ‘Everton Tower’ as its centrepiece and the modernised design prominently features the Everton name. Its simplified nature means it can be reproduced more effectively in the digital and retail arenas.
The previous Crest - introduced 13 years ago - is frequently misrepresented, has become increasingly difficult to reproduce in the digital age and often suffers from having key elements removed such as those ‘outside of the shield’, namely; Everton, 1878 and Nil Satis Nisi Optimum. It has also proved complex to replicate accurately on a number of retail ranges and other materials resulting in a myriad of different colours and designs.
The name Everton and the 1878 date have been incorporated into the shield which does not feature the Latin motto. Although 'Nil Satis Nisi Optimum' is not included in this new design, it will still have a high-profile presence throughout the Club, and a new range of retail products are being introduced with the prominent use of the Latin motto.
The first official Crest to feature on a Club kit dates back almost 100 years to 1920. In those days it comprised the white letters ‘EFC’ entwined upon a blue shield. Since 1920, nine different versions of the Crest have adorned our famous royal blue jersey.
This new design has used Theo Kelly’s classic 1938 version as its inspiration.
As well as the Everton fan base, key commercial partners such as Kitbag and Nike were also consulted. Both organisations have huge knowledge and experience of sports branding and their input was invaluable.
Fellow Barclays Premier League Clubs Arsenal, Manchester United, Fulham, Aston Villa, Tottenham, Chelsea and Liverpool are just some of the country’s football clubs to have changed their crest in the last decade.
Everton merchandise with the new crest on will be available to purchase in both Everton One and Everton Two from Sunday 26 May when stores open and online via evertondirect.com from Tuesday 28 May at 9am.
Everton fans have reacted with horror after the Goodison Park club unveiled a new crest.
Toffees supporters have taken to social media in almost universal criticism of the updated badge which was revealed today.
A statement on the official club site claims that the controversial new addition to Everton shirts was "created following an extensive consultation process with fans, supporters' groups and branding experts," but many Evertonians are claiming there was no such process.
Another big talking point is the removal of the club's latin motto 'Nil Satis Nisi Optimum'.
Fans took to Twitter to express their anger at the uninspiring new effort:
"90% of the story on the official site attempts to justify the badge and fails miserably, even you know it's atrocious @Everton" said one.
"I will not be buying a new Everton shirt until the Latin motto is put back on the badge!!" claimed fan Nick Connolly.
Many Toffees supporters were far stronger in their views, including Neil Sullivan who said:
"S**t badge, followed by s**t manager, followed by relegation, all part of uncle Bill's plan. Kenwright out NOW!!!!"
