Let's face it, the current crest was a botch job after the debacle of that first fateful redesign attempt for the 2013-14 season. Although the dust seems to have well and truly settled on this subject, I am curious what other ToffeeWebbers think about it as it is linked to a lot of other subjects already discussed on this site – the kits, the new stadium, the sponsors, marketing, and so many commercial aspects... Submitting this to you now might also provide a welcome distraction to some of the other chatter during this frustrating off-season time!
The questionnaire Evertonians then completed in response to that outrageous version was pretty appalling and yielded a dismal choice of three designs, from which the current badge was eventually selected just as the best of a bad bunch:
Whoever was responsible has tried to shoehorn every possible aspect in order to tick some marketeer's boxes. All the components everyone wants are there (part of the problem is in trying to please everyone) but it is nowhere near as slick, smart, appealing and stand-out as it aught to be.
I remember being drawn to the badge like a bee to honey in the 80s and 90s, whether it was on a boot bag or a pin badge. My mates and I would draw it on our school books etc but I don't see the same mystique around it today. On the rare occasion you see it in the shops, it looks very underwhelming compared to the those of Milan and Madrid... or even Crystal Palace and Stoke City...
Unfortunately the name and year have been stuffed incongruously inside the shield because of some ridiculous (imo) logic that it must show the name (to have meaning for anyone outside the UK) and the year (because if you know your history). I actually liked the addition of 1878 on the badge in the more recent Premier League years but doesn't it now look a bit tacky in it's current format?
It is also apparent that what we were told then about the difficulties of using more than one or two colours has proven to be a complete fallacy based on what most other clubs are now doing quite successfully – like Man City after their dalliance with an elaborate shield and eagle etc) – look at Chelsea, Newcastle... and so on.
And what about the reworked / simplified scroll and Latin text?? Is it an improvement? Look at the Welsh FA's reworked crest with a scroll and Welsh text – in no fewer than four colours, if you include white!
There are now, sadly, so many better examples of what a 21st century football club crest/badge should be. So, if indeed we are to move to a new super ground and we are developing a commercial nouse to rival other clubs, something must surely be done about the badge.
For me, the club crest is a historical emblem and should remain as it has (with perhaps minor modification) since 1938. It should be the traditional crest that appears on matchday blazers (last seen in the FA Cup Final 1995?) and ties etc, and should be prominent in various forms of media and apparel and locations around the ground. However, there is no reason why the badge on the playing shirts cannot be different.
Manchester United are a good example of this and I have to admit to admiring what Liverpool have done recently with their return to a simple liver bird emblem whilst keeping the crest with he Shankly gates etc that was introduced in the 90s... It pains me but their shirt badge is iconic. Notwithstanding the poor NB kit, the badge is simple and elegant and it is viewed with reverence and worn with pride.
The best badges to appear on our kits imo were from the late 80s through to the mid 2000s and there is no real reason why we can't return to something along these lines. Replicating the elegance and simplicity of the late 80s imo would be a real stand-out on the shirts.... a bit like Spurs at the moment...As a side note, kits by Adidas, Under Armour, Puma and others lead me, sadly, to go as far as to say that Umbro has had its day now, as others have mentioned on different threads.
Performance aspects aside, where Umbro were once world leaders in football clothing design and technology, they have become a little uninspiring aesthetically... and without over simplification of the sports psychology there is truth in that adage: "If you look good, you feel good; if you feel good, you play good," etc...
Getting back to the point, however, whether the kit designer or manufacturers are involved in the badge design, I don't know...
So, in summary, although there are undoubtedly bigger fish to fry at the moment, I hope the subject of the badge on the shirt and/or the official club crest will soon be revisited (perhaps including the potential adoption of a blue liver bird to go with the coming season's Dixie) as there is an undoubted impact... We need a symbol of a new era we can all get behind.
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