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Aug 8, 2013

Everton to listen to fans' views on badge

Everton chief executive Robert Elstone has promised to let the club’s fans decide on their next badge.

The new Everton crest removes the team's motto.
Everton's new badge did not go down well with the fans.

A redesigned crest caused controversy after it was revealed in May, with more than 20,000 supporters signing an online petition in protest against it.

Everton later apologised for the new design, admitting that they had not consulted fans as widely as chairman Bill Kenwright had demanded, before promising that it would be scrapped next summer.

The Toffees also indicated that a greater proportion of the club’s fanbase would be asked for their views before the unpopular new crest was redesigned in 2014.

The new design angered many supporters because it leaves out two key features from the original crest, drawn up by club secretary Leo Kelly in 1938 -- two laurel wreaths to represent the Olympian sign of success, and the motto 'Nil Satis Nisi Optimum', Latin for 'nothing but the best is good enough'.

The motto has not always featured on the club's badge since then, but it has been there constantly since 1991.

Elstone accepted that the new crest has proved unpopular, but insisted that a redesign was needed because of the demands of modern media.

He told the Liverpool Echo: “Our forefathers have been bold enough to change nine times and they did just that on a reasonably regular basis. Of course, I haven’t been able to ask them but I can only assume they did so seeking to maintain a modern and relevant representation of the club.

“It was time to do the same again. The outgoing crest was badly reproduced, bits were missed off, colours were poorly reproduced and, in some media, it just couldn’t be read.

“Compared to other modern crests, particularly in its web or broadcast form, it had started to look tired. Modern badges, logos and crests are streamlined and sharp; they’re simple. Clarity is vital.”

Elstone said that that the club pride themselves on good communication with supporters, but acknowledged that consultation over the new crest has been inadequate.

He added that new director of communications Alan Myers would be working to put that right.

Elstone said: “I am repeatedly told by other clubs that Everton embraces feedback from its fans as much as, if not more than any other club.

“You will know that I attend fan meetings, supporters’ clubs and the Fans’ Forum, and when I go into those meetings, very little, other than commercially-sensitive information, is ‘off limits’.

“We face up to almost all questions. I also take on board feedback outside of those structured sessions. But, in this instance, we didn’t do enough and Alan will put that right.

“My final word on the crest for now is we were brave enough to take on something that needed doing. We could have opted for an easy life but we chose to do what we believed was the right thing for the club. Your say on the new one is coming soon.”

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