Fans have expressed dissatisfaction with the new badge that Aston Villa is set to use in the upcoming season as its new identity. The leaked images left many shocked as the design was registered as Aston Villa’s trademark with the UK government last month. It hasn’t been officially unveiled.
Acknowledging the fans’ frustration, the football club said it plans to re-engage with supporters to explore options for the selection of a permanent new-look crest ahead of Aston Villa’s 150th anniversary next year.
“Subsequent to the previous consultation process, the results of which currently adorn the 2023/24 playing and training kits, the club has been assessing the impact of the change from local, global, and commercial perspectives and has concluded that the current crest has not had the impact which had been hoped when it was introduced. Using the results of that original process as the foundation, the club will again engage with supporters over the coming weeks in order to arrive at a permanent identity for Aston Villa, which delivers the required impact.”
Fans took to X, formerly Twitter, to express their dissatisfaction, with one saying that the new rumored Aston Villa badge is horrendous. “Might as well keep the old badge or one of the new ones WE voted for. Honestly, it looks tacky and awful.”
Some even described it as a Microsoft Paint job. “For me, our partly current round badge is miles and miles ahead of this latest one! Spin the Lion around and it’s been our badge for years. This new one looks like a Microsoft Pain job. It’s weak and apart from Aston Villa almost identical to Lerner’s. Poor show if it’s the one.”
Aston Villa New Badge
Like fellow football clubs, Aston Villa wants to change its look with time. The Club has had numerous iterations of its badge over its 142-year history. The last design (change) was introduced at the start of the 2016/17 season.
Aston Villa announced the start of a process to review the FC visually in June 2022, including a redesign of the Club crest. Two crest designs were shortlisted following an extensive period of fan consultation, creative exploration, and crafting. Season ticket holders and members, on November 4, were presented with both options and asked to vote for the one they would prefer to be the new Club crest.
According to the leaked images, the new shield-shaped badge features a yellow lion. The club’s name is written in full. Concerns are being raised that Aston Villa didn’t carry out sufficient consultation for the new badge.
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