The first official Crest to feature on a Club kit dates back almost 100 years to 1920. In those days it comprised the white letters ‘EFC’ entwined upon a blue shield. From 1920, nine different versions of the Crest have adorned our famous royal blue jersey.
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.
The initial stage of the re-design process began in Autumn 2012 when our in-house creative team began discussions with Evertonians about the existing Crest.
Our team listened to opinions on what the Crest represented, what people liked, what fans felt might be changed and, in particular, the relevance and importance of the individual elements that make up the existing Crest.
Based on this feedback the team developed initial concepts that were shared and discussed internally and, ultimately, were refined for presentation to our Fans’ Forum.
The Forum – which is representative of the entire fan-base, including Season Ticket holders, Supporters’ Club officials, corporate members, shareholders and fans from the Everton Disabled Supporters Association – gave honest and candid feedback and its recommendations were incorporated into the final phase of design.
As well as the Everton fan-base, key commercial partners such as Kitbag and Nike were also consulted and their input and ideas were fed into the design process. Of course, Nike’s brand pedigree is unrivalled and their contribution was invaluable. [Source: Evertonfc.com]