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Norwich City reveals fans of the new-look badges will love – unlike Leeds – ditching the 50-year crest after a two-year overhaul with the same company that drove the Tottenham and Man City rebranding


Premier League side Norwich City have unveiled a new club crest for the first time in 50 years.

The design of the updated Canary Islands badge, which will begin use in June 2022, has been overseen by supporters of the Carrow Road and Norwich companies.

The designers of the new logo aimed to keep the distinctive features of the badge but give them a modern twist
CITY OF NORWICH

They are the latest Premier League club to modernize their badge and fans will love the new look (take note, Leeds) which is in keeping with the club’s historic design – the Premier League’s oldest existing badge.

Norwich has spent two years redesigning its classic logo, using the same company that spearheaded the recent rebranding of top flying clubs Tottenham, Man City and Wolves.

You would be forgiven for thinking that not much has changed. While the entire badge has received a design overhaul, the new look has made only subtle changes with the overall look of the crest remaining largely the same.

Most of the time, things have been simplified and digitally optimized, including moving the soccer ball to a central position and perfecting the geometry of the bird, castle, and lion.

And, while it loses a bit of its old-fashioned charm, it’s a big visual improvement.

A statement from the club, which was posted on the Canaries’ website on Tuesday afternoon, explained the board’s decision to introduce the new branding.

The ad read: “The club recently underwent a brand review, which confirmed a number of technical challenges and accessibility issues centered on the club’s main crest. There were also inconsistencies with the versions of the badges used, with different iterations around our own stadium and incorrect badges easily accessible online.

“The new patch features a redesigned lion, castle and canary, each redesigned to overcome technical issues detected. By simplifying the elements and removing much of the unnecessary detail, the ridge now displays strongly on both a small and large scale.

“The black sideline around the ridge has also been removed, with balance improved by positioning the ball in the center of the ridge.”

In the statement, Norwich Commercial Director Sam Jeffery said: “This is an important moment in the history of Norwich City Football Club and a true statement of intent for the future. For the first time in 50 years, the club will adopt a newly evolved badge, suitable for digital use, emblematic and above all accessible to all. “

Some supporters noted, however, that the new design lacked definition, suggesting that the black outline of the entire badge should return.

Of course, there is still time to make more subtle changes, and there is a good chance that some suggestions will be heard … especially following recent disastrous attempts by rival clubs.

After Norwich’s revelation, thoughts naturally returned to the failed attempts to modernize the club’s crests, especially at Leeds.

Everton are another club whose overhaul was so badly received by fans that they felt compelled to rethink the overhaul.

The minimalist patch only lasted a year, with its current patch made on the second attempt after a garish new look was criticized by angry supporters.

Norwich City reveals fans of the new-look badges will love – unlike Leeds – ditching the 50-year crest after a two-year overhaul with the same company that drove the Tottenham and Man City rebranding
Everton’s rebranding in 2013 was not well received by supporters, and this badge was only used for a year
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Norwich City reveals fans of the new-look badges will love – unlike Leeds – ditching the 50-year crest after a two-year overhaul with the same company that drove the Tottenham and Man City rebranding
Everton then consulted with supporters, giving them an option of three models to choose from, with this one winning the vote
getty

But none has been a more spectacular failure than Leeds, which sparked outrage when they announced their intention to replace their iconic badge – albeit quite busy – with a new one that would have been a tribute to their fans at the occasion of the club’s centenary.

However, supporters were furious at the soulless design that eliminated all aspects of the Yorkshire club’s iconography, including the Yorkshire Rose.

And, after just a few days – which saw a club leader even join talkSPORT on the air in an attempt to defend the new logo – Leeds decided to put plans on hold.

Norwich City reveals fans of the new-look badges will love – unlike Leeds – ditching the 50-year crest after a two-year overhaul with the same company that drove the Tottenham and Man City rebranding
Leeds fans hated the centenary badge which was unveiled by the club in 2018 – and it was quickly canned
Leeds United
Norwich City reveals fans of the new-look badges will love – unlike Leeds – ditching the 50-year crest after a two-year overhaul with the same company that drove the Tottenham and Man City rebranding
The Leeds crest is one of the more unusual designs, but it is loved by fans.
getty

The Elland Road team have announced their intention to return to the drawing board and come up with another design, this time with input from supporters, but that was in 2018 and we still don’t hear more.

Maybe now they can give a nod to Norwich’s class effort, which will no doubt have thrilled the Carrow Road faithful that no major changes have been made.

And if some don’t like it, don’t forget that it could have been a lot worse …



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