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v Chelsea

Saturday 30 August K.O. 17:30

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Breakdown Of Elements

During the process of updating the Crest each element of the existing version has been analysed individually. They were evaluated to gain a full understanding of each element’s historical significance, as well as looking at more practical design considerations.

Project Manager, Jim Fantozzi, said: "The outgoing version of the Crest is often misrepresented. You see it being used in the media with the Everton name removed or the ‘1878’ taken away. Beyond that, the complexity of the Crest makes it difficult to reproduce for certain print, broadcast and digital media.

"It’s difficult to animate and a number of national and international media organisations use it incorrectly.

"There are also problems reproducing the outgoing Crest below certain sizes, when elements, including text, become invisible or illegible. As people view media on smaller screens that becomes more of an issue."

Everton's Creative Manager, Nigel Payne, explained what happened after the process of analysing the breakdown of elements had taken place.

He said: “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 logo rather than individual pieces that could be stripped away or used incorrectly – as has been the case with the outgoing version of the Crest."

As a result of this research process the Tower design was modernised and simplified, with the new version bearing a much closer resemblance to the iconic building. The shield was also updated to better work with the elements contained within it, while the font was modernised to make it more prominent.

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