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May 25, 2013

Everton fans unhappy with new crest

Everton faces a rebellion from within its own support after revealing a new club crest Saturday.

The new design does not feature Everton's motto "nil satis nisi optimum" -- meaning "Nothing but the best is good enough" -- as it has since 1991.

The club said the updated version -- a "next evolution" -- formed "a concise, modern and dynamic representation of Everton," and was produced after consultation with various stakeholders, including fans.

However, an online petition on the change.org website was started after its unveiling Saturday afternoon, and it swiftly garnered more than 6,000 signatures, while the new crest drew a largely negative reaction on social media.

The 2013 re-design retains familiar components of the familiar club crest, including the tower, and is contained in the traditional shield. The predominant colour is a sharper blue than featured on the recent crest, with the outline of the shield remaining yellow.

Everton explained the basis for making the change on their website, stating: "The previous version of the crest -- created 13 years ago -- was often misrepresented, suffering regularly from the omission of key elements like our name and our year of formation.

"As technology marches on, those challenges have increased. On television, on websites, on mobile devices, the crest was far too often badly reproduced.

"Our team carries a responsibility to maintain a refreshed and relevant identity for the club. We recognised the need to do this with diligence and sensitivity -- with one eye on the past but also one eye on the future.

"We researched our history, we reviewed the evolution of our crest and we benchmarked against other major sporting brands.

"Created following an extensive consultation process with fans, supporters' groups and branding experts, our new club crest combines four historic elements of the outgoing crest -- the tower, the shield, our name and the year of our formation - to form a concise, modern and dynamic representation of Everton."

The club added: "The name Everton and the 1878 date have been incorporated into the shield which does not feature the Latin motto.

"Although 'Nil Satis Nisi Optimum' is not included in this new design, it will still have a high-profile presence throughout the club."

Also Saturday, Everton announced it would participate in a friendly competition in the United States in late July and August. Chelsea, AC Milan and Valencia were also revealed to be part of the eight-team International Champions Cup, while Inter, Juventus, Real Madrid and the LA Galaxy had been previously announced.

Information from Press Association was used in this report.

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