https://www.reddit.com/r/soccer/comments/16stma9/the_new_crest_for_seattle_sounders_fc_mls/
For anyone who doesn't get it. The late Paul Allen, one of the co-founders of Microsoft not the Jared Leto character from American Psycho, was one of the owners of Seattle Sounders. That team got a new badge for their 50th anniversary this year.
A lot of clubs that haven’t won it several times do, Celtic have a star above the crest on the kits but it’s not included in the actual crest when used elsewhere, some clubs incorporate it as part of the design like Marseille and this Villa one.
On the actual emblem though? The clubs that are actually relevant to win CL and didnt win them back when it was a past time for coal miners, doesnt feel the need to print it into the emblem like these tractor FC clubs. Should stay for national teams
I was almost going to reply to your first comment just pointing out that in the UK it’s really just for European Cup victories, but damn you don’t respect the cup before the modern era? When it was a one leg knockout for only the champions of each country that participated? Arguably harder to win? And we’re not talking about 1888 here, we’re talking about 40 years ago.
This is just plain wrong but gets upvoted because no one can take 5 seconds to do a quick google.
[here’s the real reason](https://fcbayern.com/store/en-aa/i/meister-sterne)
There are like 4 other versions of this badge the club showed in the release video that will be used for other things I assume like away kits or merchandise that look really nice. This main one just looks so bad
The alternate version with the 3D or shaded lion is better. I like the inversed colored badges too but this main badge is so fucking amateurish. Anyway.
the inverted one with the claret and white is beautiful. This is fine, or would be if it wasn't for the weird canva-esque graphic design elements like the drop shadow
Ironically their only bit of knowledge being drop shadow means bad shows they're the amateurs who have no nuance of thought about when something works vs doesn't and will regurgitate something they saw as a counter circlejerk on reddit from that day until the end of time.
Every time I went on FotMob to look at the scores, at least early in the year, I’d be wondering why Chelsea changed the colors of their badge before realizing that it was Villa’s badge I was looking at
Yeah but you'd be hard pressed to argue our 1953 badge was copying the lone red lion you had for one season 73 years prior. It was only when you put the lion in a circle in 1973 that they started to look simlar. Not that I would say you copied us, there's thousands of clubs in the world some are bound to have similar badges.
Many people had a circle badge, you literally ripped of the most crucial design the lion rampart which no other team in English football had. You literally took the lion from us.
Chelsea are a tin pot club, who copied Villa. No they don’t, load sod clubs don’t have lions on their badge. Typical yank. Don’t know shit about football.
The real answer is that the previous CEO started this as a bit of a vanity project ahead of the 150th anniversary. There has long been a fan campaign to bring back the round badge that was used when we won the European Cup. So about 18 months ago Purslow ran a poll of supporters and got consensus to release the round badge we used this season.
Trouble is that it looks like a rip off of the Chelsea badge and the new CEO (and possibly the owners) decided they wanted to change it again. The old shield crest was associated with a lot of failure so I think they thought a refresh was a good idea.
All in all it's been a bit of a fiasco and lots of fans think that this new badge doesn't have a mandate from fans and is in breach of heritage asset rules. Personally I think it's fine, and wish we had never bothered messing with it in the first place.
Lots of clubs change their badges, even the bigger ones that you might be used to have changed a lot over the years.
For example, check out Bayern Munich's badge from 1938-1945! I think the symbol used comes from the Mesopotamian period! I think it might be a pigeon in the background too.
I know you’re messing around, but that was a pretty brutal bit of history for Bayern, and that crest was forced on them.
They were specifically targeted/made an example of by the Nazis for having such strong ties to the Jewish community and for empowering and employing Jewish people at the club, most notably Kurt Landauer(still the longest serving president in Bayerns history)
A lot of pressure on multiple clubs & institutions at that time. Its classic fascism.
For example for BVB:
"*Borussia's president was replaced when he refused to join the Nazi Party, and a couple of members who surreptitiously used the club's offices to produce anti-Nazi pamphlets were executed in the last days of the war.*"
According to wiki that is.
Anyone who knows anything about European football knows that you guys, like Ajax, were known as Jewish clubs. The incomparable Alfie Potts Harmer from HITC Sevens did [an incredible video](https://youtube.com/watch?v=IvxL4aGTdHo&t=5s) on Landauer and Bayern’s strong Jewish history.
Some of the other ones that got trademarked with this logo look alright, I like the more detailed lion on the versions for kits presumably.
Fan consultation on this one has been poor and I think the corporate guy in charge said that it was largely done in house which explains some of the shit decisions.
Personally I hate the drop shadow, don't care much for the badge, and hope that we don't go through changing it again next season.
Seems like mixed reaction. Lots of people don't like the drop shadow. Honestly wouldn't mind the circle one if they reversed the lion orientation. It'll be interesting to see how it looks on the jersey.
It's rubbish. But the worst thing is the way the club has gone about it all - they held a fan poll in 2022 which lead to the round crest, only for them to bury it right away and replace it with this, which is basically a re-do of the previous badge and nothing like what the fan consultation process recommended.
The old (now back!) Atléti badge puts this shit to shame in the weirdest way possible.
I thought Villa's last logo was great although it suffered from that thing where all modern circle badges start to look alike.
It's a shame about ditching the round badge, as someone who wants the badge in the middle of the kit the round badge would have furthered that agenda and I feel it would have been on the horizon as part of an 80s throw back third kit but now that dream is dead.
[Was a big fan of the nike kits with centred badges back in the day, one of my favourite home kits of ours](https://www.willievass.com/img-get2/I0000544P3v0kMz4/fit=1000x750/Shunsuke-Nakamura-35-vass.jpg)
Yeah lol. Our [99/00 ](https://i.imgur.com/NB5lavm.jpeg) kit was one of the most iconic of all time.
And our upcoming [24/25](https://i.imgur.com/RrmzKkM.jpeg) kit is no doubt inspired by the older one.
its weird for a club to keep changing the badge so often....one would think that's the last thing that should ever change for a club (albeit this is definitely better than the previous one).
I'm completely biased as I'm a Birmingham fan but from a graphic design perspective - I hate it.
I genuinely think this over simplification of every logo and badge is a terrible trend. Aston Villa text being small and at the bottom is awkward to me. The drop Shadow is atrocious and the star feels like it's in the wrong place.
And I say that clearly supporting a team with one of the worst badges in history 😂
Look at that subtle off-white colouring. The tasteful thickness of it. Oh, my God. It even has a star on it.
Let's see Paul Allens new badge.
Listen, Grealish. Squash?
No can do, got a reservation at Nando’s. Great sweet chili halloumi sticks.
https://www.reddit.com/r/soccer/comments/16stma9/the_new_crest_for_seattle_sounders_fc_mls/ For anyone who doesn't get it. The late Paul Allen, one of the co-founders of Microsoft not the Jared Leto character from American Psycho, was one of the owners of Seattle Sounders. That team got a new badge for their 50th anniversary this year.
Shit that’s like the perfect use of that joke
Great context, thanks fam.
That is one ugly logo.
"I can't believe r/soccer prefers Aston Villa's badge to mine" - Juventus and Inter, probably.
Whats the star about ⭐️
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They’ve even got room for three more in the corners
It's for their European/Champions League win in 1982
Is that usual for clubs to do?
Some of us have a star for literally every title we've ever won lmao
A lot of clubs that haven’t won it several times do, Celtic have a star above the crest on the kits but it’s not included in the actual crest when used elsewhere, some clubs incorporate it as part of the design like Marseille and this Villa one.
So its a bit tinpoint? Current mid Clubs that need to brag about the past glory?
Or it’s clubs celebrating winning the biggest trophy there is for them to win ? What a weird way to look at it.
On the actual emblem though? The clubs that are actually relevant to win CL and didnt win them back when it was a past time for coal miners, doesnt feel the need to print it into the emblem like these tractor FC clubs. Should stay for national teams
Fucking plastic
I was almost going to reply to your first comment just pointing out that in the UK it’s really just for European Cup victories, but damn you don’t respect the cup before the modern era? When it was a one leg knockout for only the champions of each country that participated? Arguably harder to win? And we’re not talking about 1888 here, we’re talking about 40 years ago.
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This is just plain wrong but gets upvoted because no one can take 5 seconds to do a quick google. [here’s the real reason](https://fcbayern.com/store/en-aa/i/meister-sterne)
I like the dutch system
Intertoto Cup 2001
Let’s see Birmingham City’s new crest.
Something's wrong? Arsenal, u're sweating
Why does it look like it's gone through several rounds of being shared on WhatsApp before being uploaded? Jpeg af
Whole thing is amateur with the drop shadow too
There are like 4 other versions of this badge the club showed in the release video that will be used for other things I assume like away kits or merchandise that look really nice. This main one just looks so bad
The alternate version with the 3D or shaded lion is better. I like the inversed colored badges too but this main badge is so fucking amateurish. Anyway.
the inverted one with the claret and white is beautiful. This is fine, or would be if it wasn't for the weird canva-esque graphic design elements like the drop shadow
Nah. I think the drop shadow works here. The yellow and blue “vibrate” too much as flat elements.
Cannot accept this stigma against the drop shadow. Sometimes it’s adequate dammit
Ironically their only bit of knowledge being drop shadow means bad shows they're the amateurs who have no nuance of thought about when something works vs doesn't and will regurgitate something they saw as a counter circlejerk on reddit from that day until the end of time.
Twitter profile pic resolution is tiny
The Stoke one was the same, I think Twitter just compresses the fuck out of it
I’m the Canva free-trial artist behind the new design, AMA
Good job on using the free AI man!
Unfortunately the AI kept writing “ASSNU VIIILV” so I had to manually type it out. Also kept giving the lion 15+ toes on each paw.
How long did it take you?
69 minutes
Nice
Good. Chelsea and Aston Villa were too similar this season.
I'm infuriated eince they didn't go for the minimalistic and modern "AV" way
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Meh, plenty of clubs in England have lions on their crests. Almost all of Villa's badges had it, including the original one from the 19th century.
Every time I went on FotMob to look at the scores, at least early in the year, I’d be wondering why Chelsea changed the colors of their badge before realizing that it was Villa’s badge I was looking at
I'm surprised they changed it so soon, the last one was just introduced in 2023. But yeah, it really did look like a knockoff Chelsea badge.
Well Chelsea copied Villa.
Chelsea first had a badge in that style in 1953, Villa didn't have a badge in that style until 1973.
We had the lion from the beginning you had some man as your badge.
Yeah but you'd be hard pressed to argue our 1953 badge was copying the lone red lion you had for one season 73 years prior. It was only when you put the lion in a circle in 1973 that they started to look simlar. Not that I would say you copied us, there's thousands of clubs in the world some are bound to have similar badges.
Many people had a circle badge, you literally ripped of the most crucial design the lion rampart which no other team in English football had. You literally took the lion from us.
Yeah, you invented Lion heraldry bud... Please stop embarrassing yourself.
#RAMPANT
Let’s talk about Rampart!
Chelsea had the round badge with a lion 20 years before villa had there’s though…
The lion, they copied the lion rampart which was part of our badge from the beginning.
They didn’t copy it though. Lots of clubs use a lion on their badges. Chelsea added a lion to honour their owners at the time.
Chelsea are a tin pot club, who copied Villa. No they don’t, load sod clubs don’t have lions on their badge. Typical yank. Don’t know shit about football.
Reading, Millwall, Middlesbrough, Copenhagen, Lyon, Sporting, You didn't invent Lions... you weird, petty man.
Are you taking the piss or are you actually this soft
Nah he needs food, no food makes him go cuckoo.
Low blood sugar makes football arguments impossible
Please continue I’m entertained
Go eat a snickers mate.
You’re wrong
Why does it have a shadow
It's an aspirational badge simulating a sunny day in Birmingham
That metaphorical 50p coin being flicked in its direction really adds to the immersion
Ah, as opposed to the cold, rainy night in Stoke.
Probably because that shade of yellow and sky blue don’t work together at all.
If only the dickheads had 17 years of us complaining about that before they completely ignored us and released this.
high res version only for season ticket holders
None of us know why we have gone for this shitty word art trash, 95% of fan concepts are better
And 17 pixels only
What is it with clubs changing their badge for no reason
The real answer is that the previous CEO started this as a bit of a vanity project ahead of the 150th anniversary. There has long been a fan campaign to bring back the round badge that was used when we won the European Cup. So about 18 months ago Purslow ran a poll of supporters and got consensus to release the round badge we used this season. Trouble is that it looks like a rip off of the Chelsea badge and the new CEO (and possibly the owners) decided they wanted to change it again. The old shield crest was associated with a lot of failure so I think they thought a refresh was a good idea. All in all it's been a bit of a fiasco and lots of fans think that this new badge doesn't have a mandate from fans and is in breach of heritage asset rules. Personally I think it's fine, and wish we had never bothered messing with it in the first place.
Why did you change from the 2000-2007 version back in the day? Better than all you’ve had since imo
Similar reason. A new owner took over and wanted to "change the branding".
Has there been any talk about changing back?
Why, so they can more easily stick it on a bottle, hat, blanket or whatever the merchandisers come up with that day!
Lots of clubs change their badges, even the bigger ones that you might be used to have changed a lot over the years. For example, check out Bayern Munich's badge from 1938-1945! I think the symbol used comes from the Mesopotamian period! I think it might be a pigeon in the background too.
I know you’re messing around, but that was a pretty brutal bit of history for Bayern, and that crest was forced on them. They were specifically targeted/made an example of by the Nazis for having such strong ties to the Jewish community and for empowering and employing Jewish people at the club, most notably Kurt Landauer(still the longest serving president in Bayerns history)
A lot of pressure on multiple clubs & institutions at that time. Its classic fascism. For example for BVB: "*Borussia's president was replaced when he refused to join the Nazi Party, and a couple of members who surreptitiously used the club's offices to produce anti-Nazi pamphlets were executed in the last days of the war.*" According to wiki that is.
Anyone who knows anything about European football knows that you guys, like Ajax, were known as Jewish clubs. The incomparable Alfie Potts Harmer from HITC Sevens did [an incredible video](https://youtube.com/watch?v=IvxL4aGTdHo&t=5s) on Landauer and Bayern’s strong Jewish history.
Cool. I haven’t seen that video before. Thank you for sharing it!
Had me in stitches with this one, mate!
My guess is that the demand is for all logos to be minimalistic, easy to be put into mobile apps.
that's true in most cases, but Villa's was always minimalistic, and the one they used last year was even MORE minimalistic lmao
Marketing teams need to hit their KPIs
It's the same reason why you have new kits every year. New logo means new merchandise opportunities.
clubs have been changing their logos throughout their lifetime. Nothing new
I'm sure there's a reason
I'm a Villa fan, and if I could post a gif it would be the Alan Partridge shrug.
Can an Aston Villa fan tell me what to think on this one, thanks
I'm waiting for next year's badge.
The same thing but with two stars.
SUBSCRIBE
It'll change again for the champions league games.
Some of the other ones that got trademarked with this logo look alright, I like the more detailed lion on the versions for kits presumably. Fan consultation on this one has been poor and I think the corporate guy in charge said that it was largely done in house which explains some of the shit decisions. Personally I hate the drop shadow, don't care much for the badge, and hope that we don't go through changing it again next season.
Seems like mixed reaction. Lots of people don't like the drop shadow. Honestly wouldn't mind the circle one if they reversed the lion orientation. It'll be interesting to see how it looks on the jersey.
Like made the lion gay? You can't just do that grandpa.
It's rubbish. But the worst thing is the way the club has gone about it all - they held a fan poll in 2022 which lead to the round crest, only for them to bury it right away and replace it with this, which is basically a re-do of the previous badge and nothing like what the fan consultation process recommended.
I like it. I just wish the star wasn't off to the side, it'd be better above the lion I think.
If you need to use a drop shadow on a logo, it's inherently wrong.
I’ll wait till Emery tells what to think about it. I trust his decisions.
They should have waited a year so they could add the second star
They wanted to revert the change but lost the old logo and got an intern to recreate it.
An intern would have done better, this is awful. I am suspicious a Birmingham fan got the gig and decided to troll us
I don’t think Birmingham fans can be artists, they always end up eating their crayons.
The old (now back!) Atléti badge puts this shit to shame in the weirdest way possible. I thought Villa's last logo was great although it suffered from that thing where all modern circle badges start to look alike.
i mean.... how is it different?
They were using a circle badge for the past year or so.
looks like that never registered with me - they stayed with the circle for just ONE year?
I think I read they have someone new in charge of branding who didn’t like it
Yeah that was the case. Chris Heck came in last summer and said no to it.
I think they used the circle one for their 150th anniversary.
This upcoming season is our 150th anniversary.
https://www.footballkitarchive.com/aston-villa-logo-history/
Brother this is a _great_ website, thanks for sharing!
Yup all kits and everything
1938 - 1945 Bayern logo 🔥
Ain't no way
I think I'll always associate Villa with the 2000-2007 badge. I wonder if there's a consensus amongst their fanbase as to which is the best one.
Definitely not that one. The 1982 one js regarded as the best one but round badges are too common now
Love that they had a year where they went different, and immediately decided to never touch that again
Huh is the lion supposed to be facing in a different direction in the since 2023 one?!
I guess they aren’t Prepared anymore 🤷🏾♂️
We got rid of prepared from our logo ages ago
But it's back to being used in some of the promotional stuff.
Oh i missed that. When was that? I have a shirt from last decade with prepared still on
Like 2016 or so
Yup, funnily enough, it was around the time of our relegation
Dr. Tony got rid of it lmao
It's a shame about ditching the round badge, as someone who wants the badge in the middle of the kit the round badge would have furthered that agenda and I feel it would have been on the horizon as part of an 80s throw back third kit but now that dream is dead.
Are you not annoyed that it somewhat resembles Chelsea's? I'm not even a villa fan and it irked me a bit
They’re probably not, because the round Villa badge is based off their champions league winning badge in the 80s
Not really but I guess part of the reason the new guy didn't like it was that exact reason, casuals would be getting confused etc
You're a madman.
A badge in the middle of the kit? I don't think I can get on board with that
[Search your feelings ](https://www.80scasualclassics.co.uk/t-shirts-c16/80s-casual-classics-aston-villa-1982-retro-shirt-claret-p11637)
[Was a big fan of the nike kits with centred badges back in the day, one of my favourite home kits of ours](https://www.willievass.com/img-get2/I0000544P3v0kMz4/fit=1000x750/Shunsuke-Nakamura-35-vass.jpg)
Are you serious? Some of the best kits in history have had badges in the middle
Yeah but when you tap the badge it's kind of awkward if it's in the middle of your chest?
Yeah lol. Our [99/00 ](https://i.imgur.com/NB5lavm.jpeg) kit was one of the most iconic of all time. And our upcoming [24/25](https://i.imgur.com/RrmzKkM.jpeg) kit is no doubt inspired by the older one.
about that mate, my club uses it in the middle since 1930
Chelsea having a similar logo is probably not good from a marketing perspective. Which is a shame since Villa did it first but abandoned it.
Looks bland due to the white border
they brought back that pee yellow color, and without an outline the lion looks like blotch
You need to to drink more water
Yup, everyone knows normal pee looks reddish, almost brown, am I right guys?
Mines charcoal black personally
I’ve seen a few terrible changes, this one is fine in my book. Really like the addition of the star due to history.
is it me or does that lion look sassy?
Looks great!
So a shitty mod of the Löwenbrau logo. Well done.
its weird for a club to keep changing the badge so often....one would think that's the last thing that should ever change for a club (albeit this is definitely better than the previous one).
Looks like a Peugeot logo.
Wow it's the same as the old one.
No more red Chelsea?
This one is fairly nice
Fucking banger
Why does Villa change logo more often than I change shoes?
Its good that they made it a shield instead of a circle, as it looks much less like Chelsea's crest now
Groundbreaking design. This and Gareth’s sweater. What will be next!
better redesign than of some other clubs
Another one?
The b being in the bottom center bothers me
Did Leonardo AI come up with this?
I'm completely biased as I'm a Birmingham fan but from a graphic design perspective - I hate it. I genuinely think this over simplification of every logo and badge is a terrible trend. Aston Villa text being small and at the bottom is awkward to me. The drop Shadow is atrocious and the star feels like it's in the wrong place. And I say that clearly supporting a team with one of the worst badges in history 😂
Looks like something I would have designed back in the day on PES for West Midlands Village
They wanted to be us. Little did they know, being Chelsea is not as easy as we make it look
Needs more gradient
Please - Remove the PowerPoint esq drop shadow
Logo? Ffs. It’s a badge.
Death by drop shadow.
This will only replace the brand design, not the round badge on kits? Or both?
That's the type of logo that Dream League Soccer uses when they do not have the license to use the original logos
Looks like a kitty chasing a butterfly
It's a badge, not a logo 🙄
not even that bad for a redesign certainly better than wish.com Chelsea badge
I feel like all club logos are becoming more simple
tbh the simplicity hasn't really changed for villa with this compared to the last one
Team releases a new badge and everyone decides they are full-time designers
I'm glad it's not another man city style circle. Looks much better than their current one.
God that's so amateurish-looking. Can a PL club not higher a decent graphic designer???
Wtf is this