May 26, 2013, 1:27 PM EST
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.
Feb 1, 2015, 3:02 PM EST
“So you know football better than me?” Buckle up, this one’s painful. Just Zlatan being Zlatan.
Feb 1, 2015, 2:16 PM EST
The American hasn’t been as prolific as last year, but he proved important today as AZ moved to fifth in the Eredivisie.
Feb 1, 2015, 1:37 PM EST
The 23-year-old has a pair of goals today to bookend Ghana’s quarterfinal win, and the second was spectacular.
Feb 1, 2015, 12:53 PM EST
A stunner from Jonjo Shelvey saw Swansea surprisingly through after a lackluster first hour.
Feb 1, 2015, 12:08 PM EST
Arsene Wenger felt the scoreline may not have reflected the true nature of the game, and that the second goal was the key one in breaking down the visitors to the Emirates earlier today.
Feb 1, 2015, 11:22 AM EST
A pair of first-half goals saw Celtic through to the Scottish League Cup final over rivals Rangers.
Feb 1, 2015, 10:39 AM EST
Southampton can jump right back into the top three with a win against a struggling Swansea side at home.
Feb 1, 2015, 10:21 AM EST
Olivier Giroud opened things up inside 10 minutes and it was a sign of things to come as Aston Villa slumped to 612 minutes without a league goal.
Feb 1, 2015, 9:03 AM EST
His ACL tear in the past, now a fresh injury concern has shelved the Dutch midfielder.
Feb 1, 2015, 7:44 AM EST
Mesut Ozil starts in the middle in place of injured Alexis Sanchez as Aston Villa comes to the Emirates.
Jan 31, 2015, 11:20 PM EST
Diego Costa has again claimed his own innocence. And you know what? I believe that he believes he’s done nothing wrong.
Jan 31, 2015, 10:43 PM EST
Big Sam was quick to take the credit away from Liverpool and place the blame for Saturday’s loss on his own injury “crisis.”
Jan 31, 2015, 9:24 PM EST
Van Gaal remembers what happened last time his side led Leicester, and he learns his lessons the first time.
Jan 31, 2015, 8:30 PM EST
All of the day’s confirmed, officially official transfer dealings from Saturday, Jan. 31.
Jan 31, 2015, 7:27 PM EST
The actual games took a backseat to shenanigans as two of four semifinals places were booked on Saturday.
Jan 31, 2015, 5:45 PM EST
All of Saturday’s action from Spain and Italy.
Jan 31, 2015, 4:57 PM EST
Arsenal and Southampton hope to keep their assaults on the Top Four in order, while Aston Villa and Swansea City hope to snap skids.
Jan 31, 2015, 4:19 PM EST
And to think, we’ve still a pair of Sunday matches on the slate. Let’s go through what’s done and dusted.
Jan 31, 2015, 3:40 PM EST
There were eight games in the PL on a busy Saturday. Here’s how it all went down with recaps, analysis and much more.
Jan 31, 2015, 3:20 PM EST
Manchester City’s boss thought his charges were very good, but is disappointed to snare a solitary point against Chelsea.
- Southampton 0-1 Swansea: Shelvey snatches win with sensational late strike 0
- Arsenal 5-0 Aston Villa: Gunners torch hapless Villa with deadly counters 0
- Diego Costa maintains his innocence, says “I’ve not done anything wrong” 4
- DONE DEAL: Seydou Doumbia to Roma headlines quiet Saturday for transfers 0
- Premier League Sunday preview: Top-half teams jockey for position 0
- Premier League roundup: Big wins for Manchester United, Liverpool, Tottenham and more 0