Evolving Your Crest: Modernising Your Team Logo While Honouring Its Roots
6 min read
Your team’s crest is more than just a badge—it’s a symbol of history, pride, and identity. But while heritage is important, an outdated logo can hold a team back in an era where digital branding, sponsorship appeal, and merchandise sales all play a crucial role in club growth.
The good news? You don’t have to start from scratch. The best redesigns find a balance between tradition and modern appeal, allowing clubs to refresh their brand without losing the connection to their past.
One club that got it right? Bristol City. Their 2019 crest update proves that a well-planned redesign—done with the fans in mind—can strengthen a team’s identity while embracing a contemporary look.
In this post, we’ll break down how your team can modernize its crest the right way, following a structured approach that keeps supporters engaged and enhances your club’s overall image.
Why Modernize Your Team Logo?
Refreshing your crest isn’t just about aesthetics. A modernized logo offers strategic advantages for your club, including:
Stronger Digital Presence: A clean, versatile crest looks sharp across social media, websites, and mobile apps.
Increased Merchandise Sales: Fans are more likely to buy kits and apparel with a bold, professional design.
Better Sponsorship Opportunities: A modern, cohesive brand identity attracts bigger sponsors looking for high-quality partnerships.
Boosted Fan Engagement: Involving fans in a redesign builds excitement and loyalty rather than alienation. As branding expert Marty Neumeier says:
“Your brand isn’t what YOU say it is—it’s what THEY say it is.”
This makes fan perception critical to a successful rebrand.
The Bristol City Case Study
Bristol City’s 2019 crest update is a brilliant example of how to evolve a logo while staying true to club identity. Their process followed key principles that any team—no matter the level—can learn from.
Great design work by Mr B & Friends.
Bristol City: A Masterclass in Modernisation
1. Honouring the Past
The club kept core historical elements, ensuring fans still felt connected to their team’s identity. The iconic robin—long associated with the club—was brought front and centre, strengthening the connection between club and community.
2. Simplifying for the Digital Age
The previous crest had detailed elements that didn’t translate well across digital platforms or small applications. The new design streamlined the look, ensuring it remained clear and impactful across social media, mobile apps, and merchandise.
3. Engaging Fans in the Process
Bristol City involved their supporters before, during, and after the redesign, ensuring the changes felt like an evolution, not an overhaul. By sharing design rationale and getting input, they built trust and excitement rather than resistance.
4. Well-Timed Rollout
The redesign was announced ahead of a new season, allowing fans to get used to the change before it appeared on kits, signage, and digital platforms. This thoughtful timeline reduced backlash and made the transition feel natural.
How to Successfully Modernise Your Team’s Crest
Want to refresh your club’s identity without losing its soul? Follow these key steps to get it right:
Step 1: Conduct a Brand Audit
Assess your current crest and identify what works and what doesn’t. What are the iconic elements fans connect with? What feels outdated or impractical in the modern sports landscape?
Step 2: Define Your Identity
Your crest should reflect your team’s personality, heritage, and ambition. Outline the values and themes that should be reflected in the redesign.
Step 3: Identify Non-Negotiables
Certain colours, symbols, or typography might be deeply embedded in your club’s DNA. Retaining these elements maintains the emotional link with fans.
Step 4: Incorporate Modern Trends
Look at recent successful rebrands in football and other sports. Consider elements such as:
Minimalism – Clean, streamlined designs work well across all platforms.
Scalability – The crest should look just as good on a kit as on a phone screen.
Typography – Classic, legible typefaces elevate professionalism.
Step 5: Involve the Fans
This one is vital. Create polls, surveys, or sneak peeks to get input. Fans love being part of the process—it turns a redesign into a moment of unity rather than controversy.
Step 6: Plan a Thoughtful Rollout
Give fans time to adjust. A phased launch with explanations about the changes can help them embrace the evolution instead of resisting it.
Step 7: Create a Style Guide
Once your crest is finalized, ensure consistency across all materials—from kits and merchandise to social media and sponsorship decks.
Final Thoughts: Evolution, Not Revolution
Rebranding might sound daunting, but it’s not about discarding your past—it’s about evolving it. Rebranding is about refining and strengthening your club’s identity—not replacing it. By keeping fans engaged and respecting tradition, your club can modernize with confidence while maintaining its emotional connection.
Bristol City’s success proves that when done right, a crest redesign can elevate a club’s brand, drive engagement, and future-proof its image.
Ready to evolve your team’s crest without losing its history? Let’s work together to create a refreshed logo that blends tradition and innovation.
