Why Are Football Logos Becoming So Boring?

[@bababababababa6124]

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

[@gts1300]

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

[@MikoyanGurevichMiG21]

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

[@kadedrake7779]

And the "J" is silent 😂😂

[@billterranova6751]

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]

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

[@ruairiwhite6303]

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]

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]

@@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]

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

[@MontyComedyOfficial]

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.

[@BOZ_11]

@@stanedgie5910 i swear, American owners are the worst thing to happen to English football

[@Tom-lr4os]

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]

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]

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

[@Red_Tsar]

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

[@gabsnandes7818]

@@Red_Tsar it's what I thought as well

[@Red_Tsar]

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

[@miguelsilva9118]

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]

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]

@@dasdiesel3000 fair point re: her younglings 😅

[@mrbojangles5313]

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

[@KetwigKeith]

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

[@misterkefir]

Amazing to not know this.. 100% plebeian.

[@Strangegloves]

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]

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]

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

[@NihilistCrab]

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]

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

[@matthewlewis2072]

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

[@AxelSchweiss05]

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

[@sparksk8er]

Anything for a quick dunk on city baby

[@ytterbius2900]

The eagle was awesome tho

[@ytterbius2900]

@@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]

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

[@OnlineEnglish-wl5rp]

Good point. I much prefer the current one

[@rejectivity]

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]

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

[@hitthurdeaux]

@@ForzaMilan-di2zd agreed

[@hitthurdeaux]

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.

[@br1an432]

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]

😂😂😂

[@Tazza81]

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

[@wildsurfer12]

@@Tazza81Because that’s the season when they almost went bankrupt.

[@PhilliesNostalgia]

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]

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]

He does mention this later in the vid

[@tedh101]

@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]

@@oyohvalcope

[@merciansupremacy5113]

​@@oyohvalhe mentions it later, yeah, but still manages to put a negative spin on it.

[@SKa-tt9nm]

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

[@Gianballer]

😂😂😂

[@rikupv]

How about David Bentley’s bar in Gibraltar?

[@marvinmuriu2315]

​@@rikupv La Sala by the Sea😂😂

[@NanobanaKinako]

What about that empty shampoo bottle in Stockholm?

[@gregorgerzson1767]

Just filthy capitalist businissmen ruins everything where they smell money

[@suffocatdevil]

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

[@soundscape26]

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

[@DesertTOON]

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

[@GalXSea]

That badge looks like a dick

[@Ramtamtama]

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

[@mpumelelobeyers957]

Nottingham, Arsenal, Man Utd 💯💯💯💯💯👌👌

[@ロッテファン-j2g]

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]

Totally all of their badges look ao cookie cutter and generic

[@LiftandCoa]

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]

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

[@reintaler6355]

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

[@KanyeTheGayFish69]

The Chicago fire new badge is based on the city flag

[@zuhayershadmankhan9870]

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".

[@old_man_fran]

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

[@RolandPeteur]

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

[@soundscape26]

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

[@Malos_]

looks great

[@bananaempijama]

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

[@outshined8341]

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,

[@JeffJeff-bh5vm]

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

[@AdamDSaucy]

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

[@soundscape26]

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]

Sickening.

[@trimonmusic]

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]

Wolfsburg too 😂

[@soundscape26]

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

[@hitthurdeaux]

@@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.

[@vanrok]

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 😊

[@ollyclass]

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.

[@tdyerwestfield]

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.

[@fotbolfan4584]

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]

Being Australian is a mistake all in its own

[@JP-oe4ry]

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

[@pauledmond98]

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?).

[@AdamOBrien29]

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

[@iCrapBubbles]

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]

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]

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

[@Ese96Agboaye]

Rangers are the same,

[@hitthurdeaux]

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

[@12thMandalorian]

Liverpool have done it perfectly

[@lkl3210]

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

[@lucaslonchampt613]

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

[@toschememestation1031]

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]

Lmao

[@darkno6493]

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]

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]

​@@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]

@@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

[@andrewroberts4736]

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

[@ForzaMilan-di2zd]

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

[@jradicals87]

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.

[@harold5337]

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.

[@NoCluYT]

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]

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

[@ThreeRunHomer]

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

[@j4ksx]

@@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]

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

[@BryanCooperOfficial]

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.

[@MrMakabar]

The Icelandic badge is imho an improvment.

[@NoCluYT]

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]

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

[@afrofantom6631]

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

[@somerandomedgyguy1723]

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.

[@TheRealOTK]

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]

thissss and cool american names unlike MLS

[@Verner-eh4pk]

local teams hit different 🔥

[@trimonmusic]

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.

[@trimonmusic]

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!

[@nafriadn]

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]

Exactly man.

[@mtrompet]

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.

[@Scarygomez]

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.

[@Scarygomez]

@ayelads no its BS

[@TheChancellor212]

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]

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

[@christophergallagher3845]

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

[@ricmorris9758]

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

[@oyohval]

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

[@SuperOfficial88]

City has fans?

[@oyohval]

@@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]

@@oyohvalcope no fans club🤡

[@ricmorris9758]

@@SuperOfficial88 about 28 thousand, proven loyal

[@gavinmallett9331]

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]

It looks like a cult logo now

[@Rassalcon]

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

[@AlLuiPigus]

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.

[@a666eakayungaage5]

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]

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

[@maximusg88]

Yeah that comment didn't age at all

[@TheCaptainblaubeere]

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

[@mrtom2854]

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

[@neojack2089]

They should bring it back!

[@apropercuppa8612]

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

[@BryanCooperOfficial]

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.

[@thomasbirchall7342]

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]

[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]

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.

[@lucubrator4283]

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

[@mitchell4680]

I live for Alfie's 5 minute intros

[@adaldi_]

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! 🎉

[@АндрійМорозов-с9д]

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.]

Watch from 31:48.

[@RApollos107]

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.

[@F1Krazy]

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]

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

[@Zoltanlouis2009]

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

[@cadian122]

I thought it was a stallion lol

[@soundscape26]

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

[@bababababababa6124]

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]

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

[@Linkonpark100]

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]

@@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]

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

[@JasonWilliams89]

They both did soon after, to be fair

[@Gavinkeenan1]

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

[@nikoleigraham8747]

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

[@aramanon]

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

[@X08-Chill]

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]

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]

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

[@cyberfutur5000]

10:40 is that 1974-78 watford badge for real? It's the most beautiful thing I've ever seen. Watford, if you ever need another fan, just change it back and I'll follow the call. Wow!

[@makouras]

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

[@msp371]

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

[@mafiousbj]

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

[@jekanyika]

9:41 Those aren't the wolf's young, it's Romulus and Remus.

[@EuanBCFC]

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

[@matthewlewis2072]

Nope. Add the bridge.

[@pedrotorresboreli9708]

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 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]

Brasileirao has the best crests in my opinion.

[@berrinche9763]

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

[@tdyerwestfield]

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.

[@meanyvizzini8347]

The top 7 fan protest movements. I’d love to see an honorable mention for the Save the Crew campaign

[@martinmcwilliams]

7:21 honestly thought you where about to say the Liverpool programme had the club badge front of it. It's on the drawing of the player.

[@griffinmaxwell789]

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

[@MaiderGoku]

19:01 the 3 Men and 1 Wife 4some Calvin ad though 😅

[@michaelgibbons4738]

Man Citys is a throw back to their old original badge and not a 'rebrand'

[@eddyjolo]

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.

[@archstanton6102]

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

[@cadian122]

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

[@deepakbisht4957]

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

[@archstanton6102]

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

[@miguelhughes375]

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

[@archstanton6102]

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

[@TheMarslMcFly]

Every year I buy a new Football Manager Game, one of the first things I do is replacing those awful Rebrands like Juve, City, Inter and a handful of MLS Clubs with their old Logos

[@afrofantom6631]

really wanna get into fm but it is so damn intimidating and looks so much like an actual job

[@TheMarslMcFly]

@@afrofantom6631 it has some great Tutorials built in since (I believe) last year. Also there's amazing channels on YT that can really help you get started, like Zealand for example. If you love Football you gonna love the Game, I can only recommend it

[@douglaslewis4888]

I literally NEVER noticed the Atletico bear.

[@charlesaustin566]

It's not just football logos.. it's all design. Fashion, architecture, graphic design.. It's like the creative human soul has died.

[@dukehazzard1867]

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]

Wonder what the reaction was at the time.

[@dundabird3203]

16:47 wouldn't Sheffield Wednesday be the first down this route based on what you said earlier? Or is that because it wasn't a corporate marketing decision?

[@MatthewRoles]

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]

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

[@oyohval]

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.

[@jorgeantoniocab49]

It's called clean, elegant design. Most of these logos were a total mess tbh so ugly.

[@ccktravis4128]

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

[@ElatedIan]

I love Alfie because he can make a 34 minute video about shitty club badges and it’s still more interesting than 90% of the content on the internet

[@Callum960]

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

[@p.georgie]

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.

[@linkash4167]

Iceland one is cool, pun maybe intended

[@shepardice3775]

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]

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

[@gabsnandes7818]

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

[@cristeromexico3366]

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

[@cristeromexico3366]

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

[@snotwurfit]

Alfie, a few things re-the West Ham badge. I remember when we had the latest rebrand and some of the fans lost the plot that the club had dropped the castle from the crest. But there is a good reason for doing so. The castle represented Green Street House aka Boleyn Castle and was a reference to the area where the club use to be, ie; The Boleyn Ground, Green Street (often referred to as Upton Park) When the club left the ground the castle was no longer relevant to their new home (Stratford) so it made complete sense to drop it. And as your graphic shows, it's not like West Ham always had a castle, for many years it was just the plain and simple crossed-hammers, which is akin to what it is now. The only inclusion to the current badge is, as you say, the word London, which is a cynical attempt to capture the tourist fans, part of Karen Brady's re-marketing of West Han. Drop the word London and I would quite like the current badge - clean and simple and displaying the hammers, which is what West Ham are known as

[@abirpaul494]

I think this is where american sports leagues takes the w , be it baseball or handegg ( american football ) they usually have two logos , one with only the initials or insignia and a logo , just like u said juventus could have used the 'j' minimalistic logo for their branding for merchandise while retaining the logo to refer the club .

[@tdyerwestfield]

I hate all the rebrands, especially my local team Yeovil Town, got rid of absolutely everything for the most basic stock image ever, with the hands supposedly meant to represent gloves, the heritage of the town being a glove factory, given the nickname 'Glovers', except they look like hands. There's not even club colours on it.

[@N00BY40]

Idk what's wrong with this, I personally think that a flag should fit in a circle or a shield shaped thing* because once you have like 20 animals, text, really tiny details and all the rest, it becomes too complicated for someone to get the message it's trying to convey and they might just think it's a coat of arms of a random family in 18th century europe

[@zacharybasil]

The inter Milan and juventus one was absolutely criminal

[@joelthorpe4170]

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]

No, it does look great

[@dannynicholson6014]

Definitely very biased

[@vladtepes3902]

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!

[@king_k.y9441]

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

[@gabsnandes7818]

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]

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]

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

[@WildIlic]

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

[@mikezey9742]

Hey Alfie. Would you be able to do a video on the Open Cup in the United States? Sounds like MLS doesn't want to play in it anymore

[@Cousin-Barnabus]

Exception to the rule. Wolverhampton Wanderers FC Wolf head logo.

[@jimbob-robob]

9:36 That's not wolf cubs suckling on the wolf's teats Alfie. That's Romulus and Remus. Babies that were nursed by the wolf to grow and become the founders of Rome as the myth goes.

[@damasek219]

I think the main reason is simply to make the logos easily memorable and distinguishable. And most of all, easy to draw and reproduce.