Aston Villa want a new crest to take the club into a new era.
That’s what we learned yesterday, and after a sticker price of "around" £2 million was revealed by the Birmingham Mail, everyone freaked out.
I’ll note a couple things, then get onto the point.
- This is surely something that’s been kicked around for a while, probably since not too long after Tom Fox took the job as CEO in August 2014. Rebrands typically take around 18 months to complete — in American leagues, you typically have to inform the league of your plans more than a year in advance — so it’s important to look at this news from that point of view.
- While it would’ve been nice to see Villa spend more in the on-pitch department, Fox’s background coming in would align well with this. His directive was to overhaul the club’s financial statements to find new ways to bring revenue into the club — a redesigned crest would fit well with this aim.
- Villa are, still, entering a new era, and a new crest to reflect that isn’t a terrible thing in a vacuum.
- The Birmingham Mail’s "removing ‘Prepared’ and claws" shtick is probably a little overplayed. I’d like to think we’re going to see bigger changes to the badge, which in a vacuum is probably a good thing. I’d love to see a roundel logo or a more old-style badge. Either/or.*