Why Are Football Logos Becoming So Boring?

Рет қаралды 278,491

2 ай бұрын

A lot of football clubs, from Manchester City to Inter Milan, and a lot of national teams and competitions, from Spain to the Premier League and the World Cup, have undergone major rebrands in recent years.
A lot of these rebranded logos look very similar; they're minimalist, corporate, feature fewer colours, round crests, and typically less text.
So in this video, HITC Sevens takes a look at why so many football clubs are rebranding, why those rebrands all look the same, and why football badges are becoming so soulless and boring.
My Social Links:
Linktree - linktr.ee/alfieph
Twitter @HITCSevens - / hitcsevens
Instagram @hitcsevens - / hitcsevens
Other HITC football / soccer / Premier League socials (not run by me):
Facebook - HITCfootball

Пікірлер: 1 400

@bababababababa6124 2 ай бұрын

Juve’s downgrade still pains me to this day. It’s literally just a “J” 😂😂

@gts1300 2 ай бұрын

Same with the likes of Venezia, Palermo, Gamba Osaka, Jagiellonia Białystok, Western United,

@MikoyanGurevichMiG21 2 ай бұрын

Doesn't seem to be a coincidence their title winning form fell off a cliff once that logo change happened.

@kadedrake7779 2 ай бұрын

And the "J" is silent 😂😂

@billterranova6751 2 ай бұрын

As a Juve fan I agree your take on the badge, but don't mind it really, and Palermo is due to a restart of the club, but in general I like the simpler logos

@sirsurnamethefirstofhisnam7986 2 ай бұрын

Inter Milan is painful to look at. Instead of a historic huge Italian football club now it looks like the brand for a WWE event or a new crappy American tech company

@AxelSchweiss05 2 ай бұрын

Ironically the current Man City badge resembles its historical logos a lot more closely than the one with the eagle did.

@sparksk8er 2 ай бұрын

Anything for a quick dunk on city baby

@ytterbius2900 2 ай бұрын

The eagle was awesome tho

@ytterbius2900 2 ай бұрын

@@sparksk8er I just finished the vid, and he does mention the design being similar to the old badges. This was not a "quick dunk" on City.

@sparksk8er 2 ай бұрын

@ytterbius2900 took him long to get there. Didn't get to finish it on my lunch, stopped 14 mins in.

@OnlineEnglish-wl5rp 2 ай бұрын

Good point. I much prefer the current one

@iCrapBubbles 2 ай бұрын

I really, really prefer Liverpool’s way of going about it. That being having a separated logo and badge. That way football teams can keep their traditional badges but also have more corporate looking logos if they wish. I think a lot of the new redesigns are disgusting, but I’ve always been a bit of a dinosaur resistant to change. However, I think Liverpool should be the model example.

@fivestarman5130 2 ай бұрын

The current badge on the club kits isn't even a new redesign. In fact, the plain Liverbird design was the clubs logo during its most successful period from 1968 to 1987

@MpanzuSolos 2 ай бұрын

It would work well for juve because the new logo looks nice in kits but the original badge is too good to be replaced imo

@Ese96Agoaye 2 ай бұрын

Rangers are the same,

@hitthurdeaux 2 ай бұрын

Some clubs certainly can pull this off. Liverpool, United, and Arsenal in England, Juventus, Fiorentina, and Roma in Italy.

@12thMandalorian 2 ай бұрын

Liverpool have done it perfectly

@ruairiwhite6303 2 ай бұрын

The Liverpool approach is pretty spot on. Both the club badge and the simple use of the Liver Bird are both instantly recognisable. The club badge is all over the stadium so it is actually prominent, whilst the Liver Bird on its own is iconic.

@zuhayershadmankhan9870 2 ай бұрын

I feel that this approach has gone down well with the supporters because the liverbird by itself has history of being on the kits by its own, especially during the dominant era of 70s and 80s.

@stanedgie5910 2 ай бұрын

@@zuhayershadmankhan9870 a textbook example of when marketing teams actually listen to fans and know the history of a club and what fans want for their club and not because some absent exec who sits 1000's of km away are making decisions because "it worked in America"

@thepoliticalloser 2 ай бұрын

You can also see this approach from Manchester United, using the Devil on their Away kit.

@MontyComedyOfficial Ай бұрын

Agree. But you have to be in a very unique position with your club identity to achieve it. Liverpool has one of the strongest identities in football, if not the strongest, in the fact the Liverbird is instantly recognisable in and out of the badge. Most clubs don't have that luxury (e.g. Man City just using a ship wouldn't work, Chelsea just using the lion wouldn't etc.). There's some other clubs where it could - such as Arsenal just using the cannon or Man U just using their red devil. But most it would be difficult.

@miguelsilva9118 2 ай бұрын

Alfie, Alfie Alfie.... It's not the wolf's young suckling on her teat. It's Romulus and Remus, the fabled founders of the city of Rome.

@dasdiesel3000 2 ай бұрын

If they are the ones suckling at her teat, then are they not now her young? Lol based on his pronunciation of Man City's old motto, I would guess Alfie skipped the Latin/Roman myth classes in his education (perfectly reasonable, just my guess as to why there's more than one mistake re lingua Latina et locutio) Ah I fucked up the end it's late here and I'm high and haven't been in Latin class in 15 years but you get it😂

@miguelsilva9118 2 ай бұрын

@@dasdiesel3000 fair point re: her younglings 😅

@mrbojangles5313 2 ай бұрын

Fair play to all involved though for continuous use of the word teat.

@KetwigKeith 2 ай бұрын

@@dasdiesel3000he's northern, we don't really do Latin classes

@misterkefir 2 ай бұрын

Amazing to not know this.. 100% plebeian.

@Tom-lr4os 2 ай бұрын

Juve's is still fucking appalling. Their older one was perfectly modern and simple and clear etc, J J doesn't even make any sense

@soundscape26 2 ай бұрын

The confusion is understandable but there's only one J, the right one. The other "J" is meant to represent the Scudetto shield albeit cut in half.

@gabsnandes7818 2 ай бұрын

I actually like how it looks on the shirt, however, for everything else is awful

@Red_Tsar 2 ай бұрын

@@gabsnandes7818 Imo they should do like Liverpool; simplified badge on the shirt, more complex badge as the actual symbol of the club

@gabsnandes7818 2 ай бұрын

@@Red_Tsar it's what I thought as well

@Red_Tsar 2 ай бұрын

@@gabsnandes7818 Peraí, porque que a gente tá falando em inglês?

@oldmanfran5523 2 ай бұрын

Hurrah for the members owned clubs. I love my Benfica's badge. Hardly changed since 1908

@GuntherSDoumson2178 2 ай бұрын

True. Anderlecht has also one of the best in Europe.

@soundscape26 2 ай бұрын

Sporting changed their logo back in 2001 and it worked. Modern yet traditional enough.

@Malos_ 2 ай бұрын

looks great

@bananaempijama 2 ай бұрын

If any administration tries to change it to become "modern" , the backlash will be huge and for good reason.

@outshined8341 2 ай бұрын

Something going for the Portuguese clubs brand is that their logos barely changed ever, from porto benfica braga sporting and guimaraes, only sporting did a big change and it was an improvement,

@Strangegloves 2 ай бұрын

As a Bristol rovers fan, I hope our badge never gets changed !!!.... who else has a pirate wielding a sword standing on a football as their badge how badass is that ??!!

@casualsuspect9878 2 ай бұрын

I don´t like the ball. It would be nicer if it is a old school version and not this 70s style football. But the idea of a pirate is nice.

@MpanzuSolos 2 ай бұрын

I love it 😍 so cool and original, idk how it would work for my team (Harrogate) however but we could try it

@NihilistCrab 2 ай бұрын

Coquimbo Unido have a pirates face on their badge, though it's not quite as well integrated as the Bristol Rovers pirate is imo

@ForzaMilan-di2zd 2 ай бұрын

Take a look at your neighbours badge, when they changed theirs. Awful

@matthewlewis2072 2 ай бұрын

@@ForzaMilan-di2zdand look at which division they play in. Oh, it's higher.

@br1an432 2 ай бұрын

anytime i see one of hull citys logos, it just makes me wonder if tigers are a lot harder to draw than we think

@dumisovilakazi3862 2 ай бұрын

😂😂😂

@Tazza81 2 ай бұрын

To this day I will never understand why they didn't keep their logo from the 98-99 season

@SKa-tt9nm 2 ай бұрын

I think it has something to do with the Bulgarian mafia.

@Carlo.R 2 ай бұрын

😂😂😂

@rikupv 2 ай бұрын

How about David Bentley’s bar in Gibraltar?

@marvinmuriu2315 2 ай бұрын

@@rikupv La Sala by the Sea😂😂

@NanobanaKinako 2 ай бұрын

What about that empty shampoo bottle in Stockholm?

@gregorgerzson1767 2 ай бұрын

Just filthy capitalist businissmen ruins everything where they smell money

@PhilliesNostalgia 2 ай бұрын

I feel like I have to defend the City rebrand. That logo is a retro-classic design (as I’m sure you know Alfie), that the club used in the 70s. So while it sucks to see the eagle logo get replaced, the new logo still has history, more history than the new Inter logo, which is definitely a downgrade

@oyohval 2 ай бұрын

Yea, I was disappointed that he did not identify this. Man City went back to a historical badge that still has a lot of Manchester related imagery on it. But negative title + man city = clicks ETA: he did make mention of the history later in the video.

@maximusg88 2 ай бұрын

He does mention this later in the vid

@burnaardnufc3173 2 ай бұрын

It's a nice badge. I thought it was identical to the old one, until I looked more closely.

@tedh101 2 ай бұрын

@oyohval It does hark back to the old badge, with the awful eagle badge of the 2000s actually being one of the first of the modern-day corporate-soulless rebrands. The eagle was mostly hated by City fans at the time. However it is naive to suggest that the intentions behind the new (2016-present) badge were any different. The individual brand of Man City means very little to the City Football Group who want it to contain nothing more than any easily-transferable imagery which they can plaster onto their other clubs. Look at the badges of their other clubs like Melbourne City, NYC FC and Girona in Spain. All the same shape. Nothing to do with Manchester City from the back half of the 20th century at all

@MadPaperMario 2 ай бұрын

@@oyohvalcope

@rejectivity 2 ай бұрын

I think the Liverpool route is my favourite. Not officially changing the badge, but has a special badge for kits and merch. Man United, Arsenal have also done this with their kits and merch by putting the devil and cannon on their merch instead of the official logo. This is smart. More clubs should follow this route imo.

@ForzaMilan-di2zd 2 ай бұрын

Arsenal’s is terrible. Crappy basic cheap looking shield. Go back to the one in the 80’s & 90’s

@hitthurdeaux 2 ай бұрын

@@ForzaMilan-di2zd agreed

@hitthurdeaux 2 ай бұрын

The problem is many clubs don’t have a main symbol/object to use. What is Real Madrid, Barcelona, Atlético Madrid, Athletic Club, Real Sociedad, Sevilla in Spain, or Bayern Munich, Dortmund, Hamburg, Werder Bremen, Stuttgart, Leverkusen in Germany supposed to use? For many there simply isn’t a good, organic option.

@user-vh3ot5sm6y 2 ай бұрын

I swear the people who design the MLS logos are the same people who designed the make your club logos in FIFA/EA FC (shit it still feels weird calling it that)

@shawklan27 2 ай бұрын

Totally all of their badges look ao cookie cutter and generic

@LiftandCoa 2 ай бұрын

Its super interesting because normally Americans are unable to do anything BUT Show and Pomp. Marketing is their second name. And then they do this lil

@niqqaplz9648 2 ай бұрын

@@shawklan27 apart from the original colombus crew badge . That shit is tight asf

@reintaler6355 2 ай бұрын

Well, FC's HQ is in Vancouver...

@KanyeTheGayFish69 2 ай бұрын

The Chicago fire new badge is based on the city flag

@soundscape26 2 ай бұрын

Meanwhile Napoli and Hamburg... "what took you so long?" Aside from colours and shapes, a more simple vector design allows for the logo to be much easier to scale down in phones and computer screens. So, internet era demands.

@misterkefir 2 ай бұрын

Sickening.

@trimonmusic 2 ай бұрын

As a graphic designer, I both get why people hate the more minimal vector designs, and also get why they're so much better in many cases. Rebrands are a pain because you always risk losing the heritage, meaning and familiarity. Especially when usage requirements changes, such as to include web and mobile devices. While it's not a club, the Premier League's rebrand is so versatile I can't hate it. Their branding is so recognisable, along with the use of certain gradients, shapes and fonts - you can't miss it.

@LuigiLuigi728 2 ай бұрын

Wolfsburg too 😂

@soundscape26 2 ай бұрын

@@LuigiLuigi728 I guess you can say most German football logos were quite simplified from the start. Very future proof.

@hitthurdeaux 2 ай бұрын

@@soundscape26 true but German crests are generally less iconic and nice to look at than other big leagues. Too simple, too basic even if they don’t resemble the MLS’s generic, FIFA video game style.

@suffocatdevil 2 ай бұрын

Nottingham forests badge is iconic and hasn’t changed much in a few decades. I think it’s one of the best

@soundscape26 2 ай бұрын

You can say they have adapted to modern times already in '74.

@DesertTOON 2 ай бұрын

Ya you can't beat a nuclear mushroom cloud exploding over the water symbol for a badge.

@nothingreallyhappens7340 2 ай бұрын

That badge looks like a dick

@decb 28 күн бұрын

A few decades? It's been half a century already!

@mpumelelobeyers957 12 күн бұрын

Nottingham, Arsenal, Man Utd 💯💯💯💯💯👌👌

@tdyerwestfield 2 ай бұрын

I'd be surprised if the Liverpool badge is ever changed, given the huge importance of the symbolism of the flames. The flames are embraided into the collar of every shirt, with 'JFT97' between them. That absolutely should never change. The only changes that should be made to any badge is adding stars representing trophies.

@ollyclass 2 ай бұрын

Soon you won't even need a logo pack for football manager. The clubs are going to get sued by them for copying their fake logos.

@fotbolfan4584 2 ай бұрын

Hi Alfie. Just so you are aware. The Australia jersey you showed is actually a fan shirt, not the actual player jersey. The real thing is reserved only for players who actually represent Australia and it displays the nations coat of arms. It isn't allowed to be displayed on fan shirts. Hence the awful replacement. Very understandable mistake to make though.

@ViVeriVniversvmVivusVici 2 ай бұрын

Being Australian is a mistake all in its own

@JP-oe4ry 2 ай бұрын

Aussie badge looks like a posh private schools blazer logo from the 90s and way to large!

@AdamOBrien29 2 ай бұрын

6 months on 'that' Leeds badge reminds me of when they took months to name a mascot either Petey or Paul in Brooklyn Nine Nine

@lkl3210 2 ай бұрын

I first saw the new Juventus logo in football manager and thought it was a placeholder due to licensing issues

@lucaslonchampt613 2 ай бұрын

Day 18 of asking a "What Went Right for Stade Brestois?" Video This is currently, by far, the best season in club history, one which could result in their first ever qualification for Europe in over 70 years of existence. There's a fascinating story to tell, from going bankrupt and slowly climbing back, to various great names that played there such as Ribéry, Makélélé or José Luis Brown, to the story of the Brest president going up against the Colombian drug cartel. Plus, you can have a lot of Brest related puns. I sure hope Brest's logo doesn’t get even more simplified at this rate

@harold5337 2 ай бұрын

Remember when Leeds changed the badge and everyone hated it, so they went back the old 1999 one we all know and love? I’m glad we did that. That badge was ghastly.

@goat9295 2 ай бұрын

Leeds has a nice logo, but they could really benefit from a slight change. Perhaps making the yellow part more of an accent while the blue is the primary colour. I'm not a Leeds supporter so I have no idea if yellow is a more prominently used colour in the club.

@j4ksx 2 ай бұрын

Leeds need to go back to the Smiley. That shield is horrendous. Just less horrendous than that ridiculous rebrand that axed.

@ThreeRunHomer 2 ай бұрын

Leeds’ shield is crap. It looks like it was created in 5 minutes on an ancient Paint program. Embarrassing. 😂

@j4ksx 2 ай бұрын

@@ThreeRunHomer agreed. Tbh our Gary's and Gordon plus Dave midfield years' logo didn't need changing. Simple white rose of Yorks. But I'm a huge Leeds Smiley fan. From a design perspective most English clubs' logos are absolutely hideous tbh. The reason German ones haven't changed is because they had someone competent in design come up with the logos in the first place. The changes need to happen. I mean have you seen the state on Brighton's logo? And Hull City? It's Primary School stuff.

@ThreeRunHomer 2 ай бұрын

@@j4ksx Yes! Designed by a committee of primary school children with access to a crappy old art program on a computer.

@zuhayershadmankhan9870 2 ай бұрын

As an avid enthusiast of football crests and overall aesthetics, this might be the first Alfie video in quite a while that I won't be treating as a "podcast".

@JeffJeff-bh5vm 2 ай бұрын

The new Chicago logo is an upgrade over the 2019 one. Cool to see the Chicago flag on it

@AdamDSaucy 2 ай бұрын

Totally agree, the new one is way more reflective of the city than the previous two

@pauledmond98 2 ай бұрын

A relevant tidbit you missed when discussing West Ham adding 'London' to its badge is that until 1965 West Ham was in Essex. The club didn't move, but the boundaries of London were expanded in that year, swallowing up West Ham and East Ham into the new borough of Newham (New Ham... Geddit?).

@MrMakabar 2 ай бұрын

The Icelandic badge is imho an improvment.

@goat9295 2 ай бұрын

The idea is cool, but they should've put some red in there not only to differentiate the four parts, but also to make it feel more like Iceland. As well as add the KSI part at the bottom. The logo is too plain and unrecognizable. Most football logos you can tell which country by just looking, but the Iceland one needs to be known prior

@Baell1 2 ай бұрын

Icelandic badge looks a bit like Autobots/Decepticons logos from Transformers, but i agree, it's an improvement

@afrofantom6631 2 ай бұрын

naming a football org KSI is bound to have weird consequences lol

@andrewroberts4736 2 ай бұрын

I'm a West Ham fan and have been for 50 years. I hate the current badge. Great video mate.

@ForzaMilan-di2zd 2 ай бұрын

West Ham’s last badge was a classic logo. I don’t mind the new one, but doesn’t come close to what u just got rid off. I used to love getting ur clubs badge with the Panini Sticker album. Takes me back

@vanrok 2 ай бұрын

LaLiga has such an iconic logo, I’m appalled by the new design. Manchester United’s logo never lost it’s charm on me, it’s so beautiful 😊

@TheRealOTK 2 ай бұрын

The USL (USA's second division) has a lot of great (imho) badges that don't fit the circular "standard". Forward Madison, Indy 11, FC Tulsa, Birmingham Legion FC, and Memphis 901 FC all have great "modern" badges.

@spainishheron 2 ай бұрын

thissss and cool american names unlike MLS

@Verner-eh4pk 2 ай бұрын

local teams hit different 🔥

@toschememestation1031 2 ай бұрын

Love how Brits once Voted the Logo of Hamburg SV(never updated), as the worst in football But simultaneously change the Logos of their own teams, to something that looks like,it's made with free Logodesigner app

@cadian122 2 ай бұрын

Lmao

@darkno6493 Ай бұрын

Why are you acting like these logos were designed by the British public? You say ‘Brits’ when in reality it’s usually foreign owners and the decisions of a few out of touch individuals 👌 Those ‘Brits’ who voted the logo of Hamburg as the worst had no involvement in the updated club logos but keep yapping

@toschememestation1031 Ай бұрын

Cause I kind of forgot, that UK teams sold out ...sry, ownership and having no voice in major discussions, is still a very strange concept to me, One that I associate more with Company's than sport Clubs But I'm glad that it will never apply around here :) Since we will always be around to fight it Perhaps "Brits" should have done the same Perhaps that is why, its partially there fault ♥️>€£$

@RS__7 Ай бұрын

@@toschememestation1031 Brits run football... whatever they do the rest follow. It doesn't matter who owns the clubs because the Culture will always be English. The "owners" attempted to do something with the European super league and the English football public stopped it dead in its tracks ...all the owners that paid billions for these clubs realized in that moment just how powerless they are 😂 England owns the culture not Germany...the Germans take everything to extreme when it's not necessary

@toschememestation1031 Ай бұрын

@@RS__7 I bet in Italy,they thought the same In the period,we're they dominated football,on the financial scale But I do admit, it was an unexpected joy to see, that the concept of super league, is were everyone in Europe seems to draw the line Germany's 51% shareholding rule,might seems over protectiv But at least German Clubs, rarely tend to dissapeare, in to oblivion After the one in charge, gets bored or runs "his project" against the wall Even if we still have teams, that found a way to break the system and run on infinite money cheat

@nafriadn 2 ай бұрын

bc the club become more and more corporate, minimalism on graphic design is so simple but if they do it right it can be so iconic, but the thing is, club isn’t as corporation, minimalism on club is taking away symbolism and history from the badge, making it less special and just another corporate shit to empty yout pocket

@soulfulcabbage7616 2 ай бұрын

Exactly man.

@dukehazzard1867 2 ай бұрын

The Nottingham Forest badge was 'rebranded' in 1974 by a design student. It was an advertised competition in the local newspaper. I think he was ahead of the game

@soundscape26 2 ай бұрын

Wonder what the reaction was at the time.

@jradicals87 2 ай бұрын

From general company logo rebrands, I was of the understanding that smartphones play a major part in it. They want a logo which can render clear, legible and recognisable at small scale on a small screen.

@ricmorris9758 2 ай бұрын

The City badge is what the fans campaigned for by fans and features a version of the crest of the City of Manchester

@oyohval 2 ай бұрын

Shh, he just wants to moan about Man City being a soulless club

@SuperOfficial88 2 ай бұрын

City has fans?

@oyohval 2 ай бұрын

@@SuperOfficial88 ooh, everyone come see this guy who has a clever retort on the internet He's about to double down on this response, watch and see

@MadPaperMario 2 ай бұрын

@@oyohvalcope no fans club🤡

@ricmorris9758 2 ай бұрын

@@SuperOfficial88 about 28 thousand, proven loyal

@TheChancellor212 2 ай бұрын

I think you’re missing a key element - these new, simpler designs work at small sizes. They can be effective as social media avatars in ways that complicated crests can’t be.

@LordLotman 2 ай бұрын

That makes no sense. These clubs are turning to Ivy League type of marketing “scholars” that have no grasp on what people actually want.

@Scarygomez 2 ай бұрын

You don't know what you're talking about. You do realise Man C just went back to the badge they had from the 70's and 80's? Gone was the stupid badge that had no meaning.

@ayelads 2 ай бұрын

Watch the video first.

@Scarygomez 2 ай бұрын

@@ayelads no its BS

@christophergallagher3845 2 ай бұрын

Celtic have a cool club crest still , I doubt it'll ever be changed

@somerandomedgyguy1723 2 ай бұрын

I absolutely adore the comeback of the original VfB Stuttgart badge in 2014. The Fans wanted it and after some deliberation, they got it. It's absolutely gorgeous.

@adaldi_ 2 ай бұрын

Alfie diving deep into topics from East European Politics to Graphic Design for a Football Video Essay should be appreciated! Keep the consistency, good job! 🎉

@mrtom2854 2 ай бұрын

Watford's 1974-78 logo probably deserves a video of its own. Like seriously, what in god's name is that??

@neojack2089 2 ай бұрын

They should bring it back!

@apropercuppa8612 Ай бұрын

Looks like it was submitted by the local primary school for a competition.

@AlLuiPigus 2 ай бұрын

Actually, the logo that was adopted by Man City is very similar with the logos they've been using back in the 70's, 80's and most of the 90's. The difference is that they removed the FC achronym and added the year when the club was founded, but the design is the same. I think they also swapped blue for white and vice-versa in some elements. But virtually is the same logo from 30-40 years ago.

@mtrompet 2 ай бұрын

I like Liverpool's approach of having a team crest and a kit logo being separate, it still keeps the heritage while still giving the team a "brand logo" to develop. I wish Tottenham would do something similar. I'd love to see the crest reminicent of the 80s and 90s make a return.

@gavinmallett9331 2 ай бұрын

Great vid Alfie, as a Yeovil Town fan I found this very interesting. The font used on the new badge is replicated from the sign above the entrance at the old ground. The hands/gloves obviously represent Yeovil being famous for glove-making.... but does look a bit like an American hospital logo.

@zuhayershadmankhan9870 2 ай бұрын

It looks like a cult logo now

@trimonmusic 2 ай бұрын

Just watched the video, which I now realise basically said everything I was going for already - that's what I get for commenting before watching all the way through!

@Gavinkeenan1 2 ай бұрын

Thank you, I haven't wanted someone to highlight this for about 3 years!

@msp371 2 ай бұрын

This is very interesting and well researched video! Love ones like this where it’s about something u don’t really think about but you sort of do but then u don’t realise how large scale it is

@bababababababa6124 2 ай бұрын

Honestly, I hate the Chelsea/Man City-esque round logo. It’s so boring yet every club seems to think they’ll win a UCL if they change to that 💀

@CFCMCSM4687 2 ай бұрын

Chelsea had the same logo in the 1950s it’s not a modern thing

@Linkonpark100 2 ай бұрын

Even then, it felt like the modern version of the 50's logo felt like it held back with the amount of white outline.

@colincolin5696 2 ай бұрын

@@bababababababa6124Man City had a round badge like well over 50-60 years ago. It’s not some way to try and win a ucl. It’s a badge…

@bababababababa6124 2 ай бұрын

@@colincolin5696mate you’re not very bright are you 😂that was an obvious joke and over exaggeration

@JasonWilliams89 2 ай бұрын

They both did soon after, to be fair

@thomasbirchall7342 2 ай бұрын

I feel like people only liked city's eagle badge because it was nostalgic to them, the new badge is way more in line with city's badge from the 60's to the early 90's feeling like a natural evolution of what came from city's history

@aramanon 2 ай бұрын

[City fan who remembers losing to York City in a League Fixture swearing] nostalgic???? How old are you it was invented from nowt in the 1990s just before we collapsed to division 3 and had zero history except what a shambolic clueless joke the club had become. Something has to at least have some history and pedigree to generate nostalgia. Arr I hated that pathetic silly eagle

@aramanon 2 ай бұрын

I knew City had changed when we didn't panic and sign Berbatov and let united have him for a ridiculous salary with no fuss. Old City would have had a meltdown doubled United's offer then had twenty different staffers leak the wrong thing to the press before forgetting how to work the fax machine.

@a666eakayungaage5 2 ай бұрын

Hey Alfie, one of your German Subscribers here. I‘d find it really interisting if you could do a video about the DFL which plans on getting an investor and the now emerging protests, as its the biggest topic in German Football right now, yet there is Not much talk about it outside of Germany. I think you may also find it quite interisting. Big fan of yours keep up the good work

@casualsuspect9878 2 ай бұрын

We won the battle! The DFL has stopped the negotiations.

@maximusg88 2 ай бұрын

Yeah that comment didn't age at all

@TheCaptainblaubeere 2 ай бұрын

more interesting video idea imo would be why german fans are so much more concerned with authenticity and opposed to the commercializing of the game than most other european top 5 league fans. especially english fans

@lucubrator4283 2 ай бұрын

15:30 Stuttgart's Club members actually voted for changing to a more detailed historic logo and this has now been in place for the last 10 years

@Rassalcon 2 ай бұрын

21:00 that might be the single most depressing image I have ever seen

@user-vv1vu4yg1i 2 ай бұрын

Alfie, Manchester City's current logo isn't soulless, it's in fact comeback to the old logo which was there in 1960s-to late 1990s

@Nico_M. 2 ай бұрын

Watch from 31:48.

@eddyjolo 2 ай бұрын

As a graphic designer with a decade of experience and long time football fan- I really appreciate how well rounded your approach to this topic was! Great video.

@pedroferreira9468 2 ай бұрын

What an incredible work!! Congratulations for this video, it’s amazing !!

@mitchell4680 2 ай бұрын

I live for Alfie's 5 minute intros

@mafiousbj 2 ай бұрын

It´s funny because most of the "upgrades" or modifications before the current ones in many clubs aimed at restoring the legacy or referencing the history of the club or the city, yet just a few years later in many cases they go for minimalist, internet and printing friendly logos that have little to no personality or connection to the cities hosting these clubs Amazing how quickly trends change. In a few years we will be seeing "classics" being brought back when nostalgia kicks in

@aramanon 2 ай бұрын

Looking at it, old logos and badges were designed by artists using centuries-old flag and heraldic crest rules by hand, now theyre designed using the rules of website graphics and logos by techies using the same Mac software

@ryannurse2890 2 ай бұрын

So not only have I learned that the Starbucks logo is a siren, but I've also learned that the animal on the old Juventus logo was actually a zebra. Somehow I never knew that.

@soundscape26 2 ай бұрын

Yeah, some people will assume it's a horse I guess.

@Zoltanlouis2009 2 ай бұрын

In its final iteration it was a Bull.... they tried to steal the identity of the true team of the city, Torino

@cadian122 2 ай бұрын

I thought it was a stallion lol

@soundscape26 2 ай бұрын

@@cadian122 I think the connection to Ferrari plays a part in that too.

@BryanCooperOfficial 2 ай бұрын

It's unfortunately symptomatic of the ongoing dumbing down of popular culture in general. Another factor is scalability. Like you said in the video, logos are needed for different purposes now, and they have to look good when shrunk down, especially in this digital age.

@EuanBCFC 2 ай бұрын

The worst but about ours (Bristol City) is how simple it would be to fix - simply make it the Robin on its own

@matthewlewis2072 2 ай бұрын

Nope. Add the bridge.

@tdyerwestfield 2 ай бұрын

Even on the brand new stand at Anfield that is still yet to be fully completed, they've put the full official crest emblazoned on both ends of the stand, but only have the Liver bird and club initials on all merchandise.

@djp3637 2 ай бұрын

An example of a older design which fits the modern logo approach is Sheffield United's. It was already round, already fairly simple and easy to put on lots of merch. The only redesign I could see for it is removing everything except for the blades (which is something they already do on some clothes).

@domberry1502 2 ай бұрын

Up the Blades!

@ccktravis4128 2 ай бұрын

the font changed on the champions league logo. where is my medal 😡😡😡

@Marcomanexists 2 ай бұрын

Fun fact: The old Roma badge is inspired by the mythological story of Romulus and Remus creating the city of Rome.

@pedrotorresboreli9708 2 ай бұрын

I'm brazilian, and the club that I support (Cruzeiro) uses the insignia tactic that Liverpool uses since the 1970's, with the crest on the uniform being most of the time just the southern cross without all the names and details. You can see 1970 world cup starter for Brazil, Tostão playing as a he played for Cruzeiro and in the jersey there's only the southern cross. Well, to be fair the complete logo is just the southern cross encircled by the club's complete name.

@Raphael11001 2 ай бұрын

2 more Brazilian examples, but from Rio. Flamengo uses just the stylized letters present in the badge, and Vasco uses only the cross pattée (✠) against a sash.

@hitthurdeaux 2 ай бұрын

Brasileirao has the best crests in my opinion.

@X08-Chill 2 ай бұрын

As a Liverpool fan, I adore our logo yet I've largely been fine with the Liverbird's usage on more recent kits. It feels more sleeker, sportier and more modern and can go with a great range of kit colours very easily by simply swapping the entire logo colour. I can still get a badge or merch with the main logo on it, yet allows for the marketable side of things a long with the historical and fan attached side of things Definitely the way to secretly rebrand imo

@ForzaMilan-di2zd 2 ай бұрын

I don’t even like Liverpool. But I love the Liver Bird on its own. They’ve done it right with the way they display the 2 different logos, on their Merchandise & Advertising

@federicozappavigna1997 9 күн бұрын

i mean not every team is lucky to have this scalability in their logo liverpool and arsenal had an amazing logo in first place

@berrinche9763 2 ай бұрын

Last season Atletico de Madrid fand were so pissed about the club badge rebranding that they pushed the owners to reverse it so from next season (2024-2025) and on Atletico is going back to the old badge

@MatthewRoles 2 ай бұрын

The Manchester City badge is literally just a return to a historical badge that a vast majority of fans wanted to go back to... Frankly a poor inclusion, and none of this context given. Not to mention the Ship represents the Manchester Ship Canal, the 3 stripes the 3 rivers of Manchester and ofc the Lancashire Red Rose. A quick google search tells you this (I checked). Video makes a good point but makes me think how many other clubs have a similar situation to City that im just not as familiar with...

@crb6468 2 ай бұрын

This ^^^ pissed me off the lack of researched he’s done here

@oyohval 2 ай бұрын

He keeps calling the badge of City "boring and soul less" and I really don't care if he has an agenda against city, but it really feels like he's forcing that opinion. Even among the most recent logos in this "boring" era City's badge has more colour than most and includes historical elements.

@RApollos107 2 ай бұрын

Orlando City in MLS recently released their new away kit for the upcoming season, the kit is meant to commemorate their 10 year in MLS. Part of the kit includes a newer updated version of the club’s original logo from their pre-MLS era one that was far more detailed than it’s current badge. It immediately was the part of the kit everyone loved the most, on top of a ton of Orlando fans hoping the club makes it the permanent official badge.

@Pantalaimon91 2 ай бұрын

The Chicago Fire changing twice in three years was also 1000% fan driven. They announced the new badge and fans reacted so negatively so quickly they announced before the end of the year they were changing it again. They just dragged their feet as slowly as possible on it.

@douglaslewis4888 2 ай бұрын

I literally NEVER noticed the Atletico bear.

@makouras 2 ай бұрын

7:32 the badge on the player's shirt sure looks like the Liverpool badge

@charlieparkeris 2 ай бұрын

Sheffield Wednesday went the opposite way, from a minimalist stenciled owl, to an intricate coat of arms style badge.

@jbo4547 2 ай бұрын

Great video Alfie! This was a fun watch

@archstanton6102 2 ай бұрын

Madrid's emblem is not a bear in a tree, it is a bear licking a strawberry bush. Weird but true.

@cadian122 2 ай бұрын

Nah it's the bear reaching for a UCL trophy they will never win

@deepakbisht4957 Ай бұрын

Call it either Atleti or Atletico madrid because madrid is Real Madrid...

@archstanton6102 Ай бұрын

@deepakbisht4957 It is the City of Madrid's emblem. That is why i said Madrid.

@miguelhughes375 Ай бұрын

It’s a bear reaching for apples in an apple tree. Don’t know where you got the strawberry bush from

@archstanton6102 Ай бұрын

@@miguelhughes375 The Madrid city website says they are strawberries. The Wiki page says strawberries. Just google Official Crest of Madrid. Definitely NOT apples.

@nikoleigraham8747 Ай бұрын

to be honest i find the new Manchester city logo way better than the old one.

@stephenduckham9736 2 ай бұрын

Great video as always. One point, my club Aston Villa created 2 new badges, there were meetings with fans on the issue and in the end it was put to a fan vote, I don't really understand how that is controversial.

@linkash4167 2 ай бұрын

Iceland one is cool, pun maybe intended

@shepardice3775 2 ай бұрын

So is Mexico's and Ecuador's if you ask me. Flat, minimal designs can definitely suck in a lot of cases, but there are also many examples where they work

@muhdpeep 2 ай бұрын

@@shepardice3775but mexico and ecuador are hot so there's no successful pun u made there

@gabsnandes7818 2 ай бұрын

@shepardice3775 I think it worked really well for atleti as well

@cristeromexico3366 2 ай бұрын

@@gabsnandes7818the funny thing is that this year is the last year for new logo Atletico is going back

@cristeromexico3366 2 ай бұрын

@@shepardice3775I like Ecuador’s but the New Mexican logo is universally despised by Mexican fans

@Callum960 2 ай бұрын

As a member of Manchester City, we were consulted on the new badge. We were listened to. The badge we have now is what WE the fans voted for. Also, established clubs like Palermo, Troyes and Yokohama are all part of the CFG and look at their badges. This is just hyperbolic nonsense based on a narrow minded view of what football should look like. Bayern dressing there fans up in the T mobile logo is far more depressing than clubs having round badges

@gabsnandes7818 2 ай бұрын

I like a few redesigns, like the new Atleti, City, Iceland However so many look awful, like the Juve one fits well in the shirt, but looks awful everywhere else and the villa one is downright terrible

@zuhayershadmankhan9870 2 ай бұрын

Villa are reverting to a version of their previous crest from next season it seems. Although their change to the roundel crest this season was awful, this crest does have history for Villa though.

@gabsnandes7818 2 ай бұрын

@@zuhayershadmankhan9870 I know, but sometimes the past doesn't look that good, especially some old badges

@SHEK110 2 ай бұрын

Brilliant video and very interesting.! 👍🏾

@joelthorpe4170 2 ай бұрын

Middlesbrough rebranded their logo/badge/crest in the late 2000s and I think its far better than their '86' badge and is one of the best looking crests in the country, if not the best. Maybe I'm being bias lol

@gabsnandes7818 2 ай бұрын

No, it does look great

@dannynicholson6014 2 ай бұрын

Definitely very biased

@king_k.y9441 2 ай бұрын

Maybe it's just because I was born during the Era of simple badges, but I really like minimalist logos. Obviously there's older ones I like more like like the old Inter badge, but against popular opinion I love the new Juventus badge for example

@decb 2 ай бұрын

Thoughts after 5 and a half minutes: I think Nottingham Forest might have something to do with it. Clubs and competitions saw how easy it was to alter Forest's logo (dating to 1974) to give contrasting colours on any background without adding or removing anything, which can make marketing a lot smoother as the badge doesn't look out of place anywhere.

@BryanCooperOfficial 2 ай бұрын

Sheffield Wed's Chansiri's decision to go against the trend by changing from the owl 'squiggle' (arguably an ideal design for the modern era) back to the old crest which the club have now, while admirable on a purist level, demonstrates the chairman's lack of football business acumen and desire to do things his way at any cost.

@WildIlic 2 ай бұрын

I like the new inter badge. call me crazy but its nice

@Quanny69 2 ай бұрын

as a graphic designer who's in love with football this video was a great watch !

@griffinmaxwell789 2 ай бұрын

IMO the Man City one is way better than the previous. All of the national teams you showed besides Spain look great too

@pedrozapata7008 2 ай бұрын

i was taught during my sports management degree that the main reason for the simplification of logos (more specifically the elimination of many colors) was cost-cutting. The more detail and color in a logo the more expensive it is to print, whether that is on paper or on. a cap or ball.

@johnnoon9498 2 ай бұрын

I as a man city fan prefer our newest one. Harks back to our badge pre 97

@JoshuaKimbrough 2 ай бұрын

The Logo Rebrands follow the rules of vexillology. less is more, you want people to recognize it at first glance and easier to put on merch. doesn't help when your badge is a COAT OF ARMS lol

@AnCoilean 2 ай бұрын

Gaelic games is going through a similar trend at both club and inter-county level. The most infamous being Carlow who’s crest was previously the county’s coat of arms (which has three lions in an ermine shield) is now a circle which just says has the county’s name in Irish.

@vladtepes3902 2 ай бұрын

Wish Yeovil Town would keep their current logo. A pair of hands holding a bollock isn't great. Also, found it interesting how you pronounce Nike. Great video, Sir!

@T.E.S.S. 2 ай бұрын

It saves money having a simpler badge in fewer colours. It might only be a tiny bit of money per logo, but when you add it up across every single branded item that's printed/sewn etc, it's a lot of money.

@stanedgie5910 2 ай бұрын

yet the actual cost of those items, in terms of actual raw materials used is a fraction of the final sales/retail price. The majority of the price is down to marketing expenses, and licencing costs that both the club AND manufacturers want to squeeze out of supporters, and definitely not down to "the badge will cost 5c cheaper if we have it with one less color".

@T.E.S.S. 2 ай бұрын

lmao calm down @@stanedgie5910

@scottmcnaughton539 2 ай бұрын

The dual logo approach of an official badge and then one for game day kits has existed for over a decade with some teams down in the AFL. My club Geelong announced an official club badge and game day badge about 15yrs ago. Doubt many even know the two exist, but the rebranding all happened at once.

@juanmanuelmartinez3142 2 ай бұрын

when you showed the Boca Jrs cookies, in the top corner you can see a fraction of my club's badge, San Lorenzo. That one is composed by a pointy shield with red and blue bars, and a white circle in the middle with the letters CASLA (Club Atlético San Lorenzo de Almagro) on it. Inspired by the style of the badge used in the past century, in recent years we are using only the circle with the letters as our badge in shirts and clothes and the other one is still used by the club in others aspects, kinda like what liverpool are doing. I really like it honestly, it's a breath of fresh air in a league where almost every club has never changed their badge since their inception.

@andrewmcmanus24 2 ай бұрын

Could you do a video on when clubs started to sell football tops and how that has affected fandom and the game in general?

@p.georgie 2 ай бұрын

10:37 oh how i wish i was around to witness the unveiling of that glorious Watford logo circa 1974. what a glorious 4 years that must have truly bee`n.

@isaacbawden9000 2 ай бұрын

The more we go forward in time, the farther we progress backwards with so many things

@OxtonSWA 2 ай бұрын

My club, Tranmere, did the release a few years ago when we dropped our rebranded blue and white badge first used about 20 years earlier for the old multi coloured Birkenhead town crest. A great move IMO amd that of many of the older fans although it was not that popular amongst the younger supporters.