Norwich City unveil new crest – causes mixed opinion

    Norwich City unveil their new club crest and it causes quite a mixed opinion with fans across various social media platforms.

    The Press Association first reported on Friday that plans to launch the new crest during the past fortnight had been pushed back due to the club’s disappointing start to the Premier League season.

    It was already stated that the new design would be set to feature on shirts from the 2022-23 season. 

    Norwich City said prior to the reveal: “We are proud of our history and heritage, but Norwich City is also a symbol of progression, ambition and aspiration. Our target is to be an established Premier League club – achieving it by staying true to our traditions and core values by playing the Norwich City way.

    “However, when we reviewed our brand property, it quickly became apparent that there were some issues with consistency, as well as technical and accessibility challenges that we needed to correct.

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    “Everywhere you look – from stadium concourses to club stationery, and from merchandise to online searches – there are multiple variations and interpretations of the current design.”

    When Premier League clubs last unveiled a new crest


    Canvassing opinion – more than 50 internal interviews were conducted with directors, staff, first team and academy players. A questionnaire was circulated to our supporters and received more than 5,000 responses.

    Working group – we brought in club legend Jeremy Goss to sit alongside directors, supporters and staff from all areas of Carrow Road and the Lotus Training Centre to discuss every area of the design process.

    Focus groups – these took place at Carrow Road with representatives from the club, official supporters’ groups and participants from the questionnaire.

    Design process – we collaborated with experienced professionals who have a history of working on successful sporting brand evolutions.

    Presentation – we discussed the final designs with fan group representatives and the official supporters’ panel to take on board their views before the final design was unveiled.

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    Norwich City’s old logo

    “They’ll never make a better badge” is what the designer of Norwich City’s badge original crest said, Andrew Anderson, after coming up with the classic Canaries logo back in 1972. 

    The architect created the winning design after entering a competition in the Norwich Evening News and went on to bag himself £10 for the creation.

    And for almost 50 years his logo has been proudly emblazoned on the club’s kit as well as the many other places you are expected to see it, the ground, match programme, tickets, merchandise, the list is endless.

    However now it looks like the green and yellow design is set to be given a reboot, with the club feeling that they need to play catch-up with a whole host of Premier League clubs modernising there logos. 

    But Mr Anderson, who now lives in Yorkshire, is confident that any new design won’t top his work. 

    The Canaries badge when it was unveiled in 1972 – Credit: Archant

    He said: “There’s no way they’ll design a better badge. If they do I’ll hand back the £10 I won.”

    The current logo shows a Canary standing atop a ball with a lion and castle standing in the background. 

    He went on: “It’s simple, it’s easily recognisable. It can be blown up big on the side of a stadium or reduced right down to a pin badge. 

    “I didn’t know the badge was getting a redesign but I know they won’t be able to top it.”

    Norwich reportedly undertook an extensive consultation on the badge to modernise it – however after a bumpy time in the Premier League – their plans were put on hold. 

    However, now they have brought in Dean Smith, got a win against Southampton, they want to take advantage of the fresh start – seeing this as a good opportunity to unveil the new crest.

    Mr Anderson ends: “My family are avid Norwich City fans – my son frequently goes to the games. 

    “I’m pleased they’re playing better under their new manager after a disappointing few games but it’s a shame they won’t be wearing my crest.”

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