Design

Aston Villa turns to fans to create new badge based on club heritage

By Gillian West | Social media manager

April 8, 2016 | 3 min read

Aston Villa has engaged London design shop SomeOne to build on their brand heritage by updating the club badge on top of developing a range of broader brand assets.

Over Aston Villa's 142-year history the club has had at least eight iterations of its badge, with the new look incorporating some subtle, yet important, changes.

As part of the work Aston Villa fans were asked about the current design of the badge, with the feedback revealing that the lion did not adequately capture the heritage of the club, with the lack of claws on the lion something fans commented on specifically. So from the start of the 2016/17 season, the shirt will display an updated badge, with greater emphasis placed on the lion at its heart.

Working with a renowned artist and engraver, SomeOne designed a lion for the badge which better reflects the club's heritage, history and attitude. The updated badge focuses on an enlarged and dynamic lion - its ferocity depicted in detail.

As part of the review, focus groups also pointed out that the current lion is smaller due to the inclusion of the word 'Prepared', this was addressed both aesthetically and technically by SomeOne so that now the lion and the initials AVFC sit larger within the shield.

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Using the lion as the starting point SomeOne has also created a brand tool kit for the club with other assets including a claw-inspired set of icons and a bespoke primary typeface.

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