As part of the research and development process surrounding the updated Crest, brands of some of the world’s leading clubs were examined. The key outcome was the need for our new Crest to be iconic, contemporary, symbolic and bold.
Everton’s Creative Manager, Nigel Payne, explained: “We looked at a lot of international brands as well as other Premier League clubs.
“We discovered that a lot of brands have sought to simplify, to streamline, to get clarity, to de-clutter - simplicity is key; gone are the days when ‘more is more’; using a logo or a badge to demonstrate all of an organisation’s historical aspects.
“Crest designs everywhere are really being stripped back, making them cleaner and focusing on the core elements in order to emphasise key, historical elements. As a result, we have seen some of Europe’s biggest clubs introduce crests that are more modern, iconic and bold.”
Our diagram shows how Chelsea, Juventus, Inter Milan and Real Madrid have developed simplified designs yet retained core, traditional elements. These new crests have become instantly recognisable and work effectively across different media and different territories.