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Everton’s new badge draws ire of supporters

May 26, 2013, 1:27 PM EDT


Gross. Hideous. Tragic.

These are only a few of the words that describe Everton’s newly designed badge (pictured, at right), which has come under heavy criticism by fans of one of English football’s founding members.

The original badge, created by club secretary Theo Kelly in 1938, featured a tower wrapped by a fence line. Over the years the fence line has disappeared and each adaptation has included additional towers, wreaths and the club motto, Nil Satis Nisi Optimum (“nothing but the best is good enough”). The new creation is the first in Everton history with just one of those defining characteristics (the tower).

The current design, released yesterday, has removed all of these iconic symbols but for a single, plain tower. The biggest complaint concerns the removal of the wreaths and the motto, aspects that the club – in a meeting between Everton and their Shareholders’ Association- described as signifying heritage, history and tradition. The decision to keep the club’s founding date (1878) and the word “Everton”, have been kept as the club pursues new marketing directives.

Fans, however, see the club’s marketing goals as being strong evidence of a club that’s growing increasingly out of touch with its fan base. Making matters worse, Everton’s official site claims that the new “modern” design was allegedly created “following an extensive consultation process with fans, supporters’ groups and branding experts,” which includes Season Ticket Holders, Supporters’ Club officials, Corporate Members, Shareholders, fans from the Everton Disabled Supporters Association, Nike and Kitbag.

This claim has drawn the massive ire of the fans who, upon the leak earlier this spring, voiced strong opposition to the badge’s comical nature. Disregarding these opinions, the club nevertheless released the new badge. Since the unveiling more than 10,000 supporters have taken to a vote over fansite Toffeeweb with 91% disliking the new design (64% hating it, 27% did not liking it, 7% liking it and 2% loving it).

And while rumors exist that the club may be open to new changes, it’s highly unlikely anything will change before next season as the new shirts and merchandise have already been ordered.

Feel free to share your thoughts on the design in the poll below, comments, and/or by sending the club a message over Twitter @Everton.

  1. mvktr2 - May 26, 2013 at 1:50 PM


    and I’m an Everton fan

  2. footballer4ever - May 26, 2013 at 4:26 PM

    I am not an Everton fan either, but English football clubs should not start to overlook their history which is part of the appeal they get from fans around the world. Concentrate in winning or making it to the big 4 at the end of the season instead.

  3. creek0512 - May 26, 2013 at 4:45 PM

    Is there even such a thing as a marketing expert?

    • mvktr2 - May 26, 2013 at 10:54 PM

      There’s many whom say they are!

      I’m a former art director an ad agency man. Glad those days are behind me! Of course maybe that’s why I yawn at this. Marketing is all about presenting a theme and at least as often as not that theme is something other than the truth.

  4. Stephen Mangat - May 26, 2013 at 5:10 PM

    The Latin is (a) a great motto/mission and (b) just cool. Keep the Latin.

  5. brittkamp - May 26, 2013 at 8:03 PM

    Well. Everton fans now know what Arsenal supporters felt like when their badge got destroyed. Arsenal had a classic with fantastic lettering and the phrase “Victoria Concordia Cresset” (I believe) below the badge and a breach loading cannon which is what the founders were making and it replaced it with a boring board room creation with a muzzle loading cannon and bland lettering!

    Saying that, I hope it won’t matter to Everton fans.

  6. footballer4ever - May 27, 2013 at 2:05 AM


    Please enlighten us with your marketing expertise and how changing a logo/theme can be benefitial or detrimental if it forgets its history? Now remember, football clubs are not just company X or company Y, but a FC is part of a community/town/province/state for whom their citizens have a deep rooted emotional and sometimes financial attachment. Therefore, what do you see right or wrong on this Everton Logo change?

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