Club Crest (New Crest Revealed 5 October 2022) With Poll

I have said before your current badge is awful from a branding pov. It's a problem really with a lot of traditional badges, they were designed before branding was really a thing and were intended more as coats of arms (many even using their town/city crest as a basis) but that causes a conflict because clubs need to increase their reach through marketing, getting international fans in especially.

Even just on the shape, it's problematic as for branding its better when the height and width are equal which is why most badge rebrands end up being circles (Well unless you are Man City where you always had a round badge great for marketing only to then change it to a more old fashioned one, including 3 stars above despite never having won the European Cup. Although they then reverted back to a round badge). It is also too fine in detail in some places, you need more complete and deliberate lines not lots of small detail lines. I have been doing a lot of research into enamel pins recently and for example, your badge would be almost impossible to make a soft enamel pin from.

The key to a good rebrand of the badge is that you modernise it and make it better for branding and merchandising but which is able to capture elements of the old one

 

It could be better for certain, the colours don't really help because it's often going to be placed on a claret background having most of the background for the logo also claret prevents it from really having any pop. It looks better on a black or white background, I suspect the designer didn't really think about how it would look on the clubs colours. It probably needs either the middle circle to be white with the bantam being in claret and amber or the outer circle to be white with the font in amber and claret. The bantam itself could maybe be better designed, it seems kind of confused, between trying to go fully modern with precise hard lines and softer rounded lines, either they need to go extreme and modern or the whole thing needs to be softened

 

Thanks for that ... all I can see now is a bald eagle in front of a moose's single antler!

 

The problem is there are only so many shapes you can use as a base and things like a square aren't really as visually appealing which is why it ends up usually being a circle. You are probably restricted to things like hexagons which can look ok visually although much like some of our coins you would need to round the edges a bit to prevent them seeming too blocky

 

As a quick mock-up (Would need to find a way to put the club name on there which is perhaps the biggest issue with going with anything like a hexagon and also a much better bantam image) but this is a rough idea of with what a hexagon shape might look like. A professional Graphic designer might be able to make something with that work and look really good

 

Or what actually looks a bit better IMHO is a stripped background

 

Sure but they also use two separate ones, their main one is the more traditional crest which they have cleaned up over the years and the other is just the well-known symbol of Liverpool the Liverbird with LFC under it.

And most importantly they are Liverpool, sometimes companies have so much heritage behind them that the logo doesn't matter when it comes to branding, the name and history do it. Most clubs in the world don't have this benefit though. If Bradford had some world-renowned link to Bantams and if City had more history behind them they could maybe get away with just using a bantam or keeping the existing logo