Premier League — 28 May 2013
Everton FC: Change in a brand, change in a club

Over the weekend, images emerged of the new Everton club crest, with many Toffee’s fans being critical of the new logo. The new crest does not contain the latin words “nil satis nisi optimum” which means “nothing but the best is good enough.”

The words have been inscribed through Everton’s history since before I was born, and just as we have seen at Cardiff City, not many fans have approved of a rebranding at their club.

Even though the club say that “it will still have a high presence throughout the club,” I’m just not sure that it will.

With the departure of David Moyes to Manchester United coming this summer, as well as Phil Neville retiring, the club still have to unveil a new manager, although Roberto Martinez seems to be the bookies’ favourite; there is just too much changing at Goodison Park in such a little space of time for my liking.

Change is good?

Many people suggest that change can be good for a football club. Look at Cardiff. The changes in the branding of the club do seem to have had a positive impact on the club; finally sealing promotion to the Premiership, as well as a financial boost around the world.

Cardiff City went all out and rebranded their football kit, colours and club badge

Cardiff City went all out and rebranded their football kit, colours and club badge

More historically, another club which has seen a rebranding is Partick Thistle, as they initially played in a similar style strip to Scotland, before developing the more familiar strip to which they play in now.

Change is one thing, but when trying to incorporate success into it, is another thing altogether.

The legacy which Moyes has left on Merseyside is so strong, that maybe it is a good thing that the spine of the club is being taken apart, and the club are now looking to start on a fresh page, and any new manager will be accredited with any success he could have.

No change

Personally, I don’t think that any crest of any club should be changed. The crest is the crest, other than the fans, the club’s logo is what gives any club their best representation throughout the world.

If a club has a poorly designed logo, with no history displayed through it, then no one will buy into the history of that club and to take the latin motto away from the Everton crest is like taking the red out of Liverpool.

The club logo is what most people generally associate with any club. The majority of fans can identify a club from their logo alone, and to change a club logo is like Ferrari changing their stallion to a duck or some other farmyard animal. It’s ridiculous.

Of course, the Everton hierarchy are doing what they feel is best for the club, but what they need to do is keep the fans happy. There has been no clear favourite to succeed Moyes amongst the fans, but from speaking to some Everton fans myself, some do not see the current Wigan manager as a good replacement.

Within 24 hours of the new logo being revealed, there were over 6000 signatures expressing their discontent at the new brand.

This is meant to be an updated, dynamic logo, in keeping with changes in football and all over the world, but sometimes the best thing is best left untouched.

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Blair Condie

I'm currently a student at Stirling University in Scotland, where I have just finished my third year for my degree in Sports and Journalism studies. I have an interest in a number of sports, including football, golf, tennis, rugby and American football.

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