Our work started with a thorough research process carried out by a development team from within the Club. Their work delved into the history of the Everton Crest and examined the successes enjoyed by other clubs which have updated their own crests.
Our royal blue jersey has carried nine previous versions of the Crest, with a variety of elements being used and then discarded to form the badge of a previous era.
The one element that has been most consistent in all Crests down the years is the famous Tower.
Everton’s Creative Manager, Nigel Payne, led the internal design team on the project. He said: "As a key part of our research we looked at what it was to be an Evertonian and what it is to be Everton.
“Everton is a unique community-based club – The People’s Club - which is why we wanted to keep the process in-house and within the Everton family. External agencies just wouldn’t have that knowledge; wouldn’t have that affinity.
“The initial work started on firm foundations. There is a wealth of knowledge of Everton – our heritage, our values, our principles - within our team.”
The designers looked closely at the evolution of Everton’s Crest as part of their research.
Graphic designer, Mark Derbyshire, added: “We looked back at the history of the Crests and the one we focused on predominantly was the 1938 Theo Kelly design which was originally used for neck-ties but which has become the blueprint for the modern era.
"Interestingly, the key elements from that design didn’t feature on the shirt until 1978 – in the six years before that there was just simple embroidering of the letters ‘EFC’ on the jerseys - and plain blue jerseys before that going back to the early 1930s."
Commercial Director, Dave Biggar, explains that Everton’s past was always going to form the basis for its future as part of the evolution of the Crest.
"You can’t ignore that; you can never ignore this Club’s history,” he said. "The Tower is a fundamental part of previous Club Crests as well as our new version. But we really wanted to put a more authentic version of the Tower onto the Crest."
The depiction of the Tower on this latest evolution is different to that which has been on the shirt in recent years but is actually much more accurate in terms of dimensions and structure.
Dave continued: "What we have now is a more honest and accurate reproduction of what the Tower is."
Nigel added: "We looked at lots of different designs, as you can imagine. Not just for the Tower but for the fonts, the shield shape – everything that needed to be brought together.
"It was a real balancing act getting all the elements together and making them work as a whole entity rather than individual pieces. And throughout the process we felt the weight of history and being respectful to that history – and that original version of the Crest."
Mark added: "The Tower is, quite rightly, the standout element on most of the Crests so we made that the focal point. We looked at old photographs, old illustrations of the Tower and took photographs of it as it is today from all angles. We looked at how we could bring it to life more. We wanted to emulate the original Theo Kelly design - but with a modern twist."
That meant removing the element from recent versions of the Crest that has been referred to, in some quarters, as ‘the helter-skelter’. Several versions of the Crest have stretched the Tower - in doing so, the bars that were originally intended by Theo Kelly to reflect a fence that once surrounded the Tower have been pulled to form something more akin to a sash.
One of the key findings from the months of research and planning was the aspiration to deliver a more authentic, accurate Tower that would form the heart of the new, more modern Crest.