Muller Yogurt Long Sleever

That would be me. Not that I'd necessarily do this from scratch for our badge, but just frustrating how easily fixable the supposed new badge is! I prefer a gold lion but wouldn't mind any claret-blue combo as long as it has contrast

Me too mate and no idea why I'm bothering to be honest! Agree the claret lion looks a bit like a cut-out, I prefer gold on claret. Just some full on clutching at straws

Consider it whatever Pantone or shade of blue you like or think is right - the point is to further demonstrate how ridiculous and frustrating the colour use is at present. We have 3 colours to consider (I have no idea why white has been added, and appreciate some people prefer just claret and blue). Whatever the reason is, or ever was to go yellow on blue, is a bad one. Whatever anyone’s opinion of the overall design of elements (I think it’s crap and unbalanced, would drop the star and 1874, but whatever), there are multiple colour combinations that at least give this thing contrast. So please Chris, one more step at least, you can do this… (then we can move on to composition, and maybe promote you from Work Experience to Intern Designer)

If the shield is locked in, Chris has completed Step 2. Please continue.

It's all true. The thinking was the star only appears as a shirt feature, not on the standard every day badge. Whether that's a possibility or not, doesn't really matter if the monstrosity is locked in - as I said it all feels pretty futile so just making the rules up! NURSE! My make-believe version goes by thinking that if there's not a natural position for the star, and 1874 for that matter, they can be dropped - they can come through wider branding and communications, and will still be seen plenty. If they were vital elements then design with them in mind in the first place - what we've been landed with is professional shoehorning.

I've left the crest subject alone for a few weeks but am still exasperated not only at the lack of consultation, but at the glaring design faults with the more-than-likely new thing. Everyone has an opinion on stars, 1874, crest or roundel, which lion, which way it faces and whatnot - and none of these opinions can really be considered right or wrong. But what is pretty much inarguable are the terrible colour choices, resulting clunky drop shadow and positioning of the lion scraping his head. What's also so annoying is that this basic design - which whilst not my choice of arrangement - could at least just work with a bit of refinement (in my opinion). Since it leaked, we've all seen enough Villa badges to have a different one every season until the end of time. So I know this is futile but I appear to have done it now, blame insomnia...

You're absolutely right, and I don't know the brief of course - I just mean the core components are well balanced. At this point I'd accept the star and whichever lion, if it sat comfortably. Even if we had the fundamentals of a well arranged crest and hold on to a glimmer of hope the colours get adapted at some point.. Plus if they were open to crest shapes, at least consider something more ownable, such as this.

Me too. The crazy thing is it's fundamentally the new one - it could have been made from the same brief, but this is made professionally. AAAAGGGGHHHH

This guy is absolutely spot on. I'd just written the following, which essentially aligns with him but in a more frustrated way - but he's gone into more depth and been more constructive, to be fair. Don't love the crest shape but he knows his stuff. From the excitement of having a brand spanking new/refreshed brand identity with all of its possibilities, to the fury of seeing what we’re apparently getting, to the despondency of it probably not being fixed. This is our primary identity, it should be a new classic made to last for generations of fans, and it’s fundamentally wrong. Not due to personal preferences, it’s just off from a design point of view. I'm now at a point of not caring which way the lion is facing, or even which lion it is. Or if it has 1874 or a star. It shouldn’t be a case of making do, but if you have to do your own version of the crest, Chris - which you didn’t appear to ask anyone about - at least respect the feedback of what seems like every single fan who is supposed to adore it, and fix the sh*tstorm you’ve created. I don’t care where things are at in production, we’re used to late shirts. So please, just at least sort the colours out so that that we have a contrasting combination, negating any question of a bloody drop shadow; and arrange the elements so that it balances - Aston Villa at the top, ideally. I’m fairly confident just looking at it that the new crest has not been made nor approved by someone who understands basic composition, which is as concerning as it is infuriating. Maybe we need an official Villa design consortium... Fix it, bin it, or start again properly and use a current badge for our special anniversary next season. Pretty please. This is important.

Spot on. Ridiculous to brief designers with 'these are the elements, arrange them nicely' (which they haven't); and I wholeheartedly agree we've missed a trick, in defining our whole identity in a more innovative and ownable way, whilst still celebrating heritage.

Thank you. It's not so much about the colours - they're subjective so one person's wrong is another's right - plus they will show up differently on different screens. It's more the thought that perhaps all is not lost if it's rolled out smartly..

Evening all. I had furious Friday, sad Saturday but trying to be optimistic, straw-clutching Sunday. Anger, denial, nowhere near acceptance but looking for a glimmer of hope in these difficult times for us. So kick your shoes off, pop up on the couch and see if you get anything out of it. This thread is called Future Club Crest and Brand Identity, but broadly deals with crests/badges and not so much the context or application. Although I fully stand by this new crest being badly flawed and 100% want it re-addressed if at all possible, but if it has been committed to and we’re stuck with it, it may not be all bad if we build good things out of it, around it and with it. Any brand identity is a sum of parts, often with a family of logo variations. Granted, the primary version (eg.our crest) is the most seen element and should be the hero - ours is dodgy, which is a real shame. But then there’s secondary versions (others have spoken about the Liverpool full club crest vs simple liver bird, for example). Plus colours, typography, graphics etc - simple, coherent elements that can be used flexibly. So, with the basic ‘design’ on the table, I give you some examples of a wider identity that could spill out of where we’re at, with some secondary versions of the crest that could fit different purposes and formats. It appears the club font created by Dragon Rouge is staying, which is decent I think, and there’s a lion-inspired pattern in there. The optimistic part of me is saying that at some stage, common sense and taste will prevail and the colours sorted, the drop shadow dropped. We still have the basic design registered, which in mono colour, isn’t as bad, so could be re-coloured. Things that are changed regularly could then be updated relatively easily, eg. anything digital, social media, TV, kits, merchandise, ticket designs. Not so much any big snazzy 3D signage. No faith whatsoever it’ll happen given the standard of the crest design, but hey ho. Some would call it turd polishing, or clutching at straws - much like a lion fumbles for a star - but that’s today’s little dose of semi-positive thinking. That’s all. Whisky, snacks and medication will be served in the lobby. (I don’t mean have ALL of these variations, or pick your favourites, it’s just to show the principle.)

From 'hate' to 'like' with a simple re-arrangement and the new, better-defined lion. This is how to make it work, and the fact that others have suggested and shown essentially the same re-arrangement says a lot. It is now balanced and looks professional. (Saying that, the star still feels odd where it is, and since someone on here mentioned Scooby-Doo chasing a star I always get that sound effect in my head. Stick it above the crest or drop it.) Although it's not where I'd have personally gone, given where we are, I'd be happy with this. There's always going to be a bad taste left in the mouth because of what's gone down with the process - that ship has sailed - but it's more likely to die down over time with something that feels balanced. This could last for years IMHO, whereas if the version on the table goes ahead as is, it'll continue to broadly get hammered and force another run at it. There you go Mr.Heck, it's been sorted, bit of common sense compromise?