In Soccer, Teams Change Logos at Their Peril

“I think anything which is about their club is going to get interest from the fans and be emotive,” said Richard Kenyon, whose marketing firm Kenyon Fraser worked on the second rebrand with Everton. He later became the club’s director of marketing and communications. “I think it’s very important that any process like this brings the fans along with it.”

For those recently tasked with reshaping Liverpool’s famous jersey crest and club badge, there were plenty of historic — and revered — elements to be considered: the liver bird, a mythical creature symbolic of the city; an image of twin flames, an early 1990s addition that pays tribute to the victims of the 1989 Hillsborough disaster that left 96 trampled or crushed to death at a Football Association Challenge cup game at Sheffield; and the Shankly Gates, a homage to Bill Shankly, widely considered the team’s greatest manager, on which are stamped the words to the club’s anthem, “You’ll Never Walk Alone.” Tampering with any of them, as at least one sponsor has done recently, can lead to a public relations disaster.

In the end, the new Liverpool design…

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