The new design omits the club’s motto, “nil satis nisi optimum”, which means “Nothing but the best is good enough”.
The new design also includes the Everton name, and 1878, the year the club was formed.
An online petition by supporters garnered over 6,000 signatures within mere hours of the official unveiling. Fans have commented negatively, with one citing the belief that the crest looks “like a cheapo production.”
A statement on the Goodison Park club’s official website reads: “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. Created following an extensive consultation process with fans, supporters’ groups and branding experts, our new club crest combines four historic elements of the outgoing crest – the tower, the shield, our name and the year of our formation – to form a concise, modern and dynamic representation of Everton.”
The club did acknowledge the absence of the motto, but added that a new range of retail products are being introduced, attempting to appease fans by claiming that while the motto is no longer present on their crest it is still a philosophy which will possess a high-profile presence throughout the club.
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