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Middlesbrough Unveils New Crest

May 11th, 2007 By The Gaffer --> Comments

boro-new-crest Middlesbrough Unveils New Crest

Last week it was Aston Villa updating its crest. This week it’s Middlesbrough. The northeast club has decided to follow a similar tactic to Villa by unveiling a radically different logo that plays up the team’s proud history.

While I liked Aston Villa’s new crest, I’m not won over by Boro’s new one. To me, the new Boro crest looks more like a crest you’d see on a blazer of a public school in England than a football shirt. Sure, it’s an improvement over the old Boro logo (pictured below) but it could have been more aesthetically pleasing than this version.

boro-old-crest Middlesbrough Unveils New Crest I like that the medieval lion now has more white space around it so it’s more prominent and the crest is less cluttered. But I’m not a fan of the shield.

Obviously, Boro is trying to cash in on being a club with a long history and they’re hoping that the new crest will sell more shirts and clothing merchandise.

If I was a Boro supporter, I’d be more likely to wear a shirt with the new crest rather than the previous one. But it’s on the pitch where it really matters. Or is it?

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Tags: Aston Villa · Middlesbrough

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    The new crest has no historical connection to either the club's or the Town's proud heritage other than the rampant lion.
    The shield, amateurish scroll and the text look cheap and tacky. If the club wanted history they could have went back to the clubs original badge of 1876. As it stands it looks like the sort of doodle on the back of a 12 year olds history book. A true Heraldic professional should have been consulted if the club wanted to genuinely increase the value of its percieved brand image.

    The line under Middlesbrough and the size and type of font just don't make sense (not even in Latin!). The scroll at the bottom looks like an afterthought to try and make it look more credible. In the real world a commercial sanity check would have revealed the likelihood of the ends of the scroll peeling of numerous garments that have the logo heat sealed on after only a few washes and on other items like tin badges the ends of the scroll will get caught and snap off.

    Finally the maroon colour does not reflect the red of Boro although this may be merely down to this particular illustration.

    Overall I have to say a very poor and embarrasing attempt which has distanced supporters rather than embraced their ideology. The fans would have preferred the existing badge with simply the date changed from 1986 to 1876, it would have been a simple yet very powerful and emotional statement!



    Boro's Marketing Dept. should hang their collective heads in shame and disgrace at this debacle. One thing for sure is that it will be killed off unceremoniously and quickly. A bit ironic considering what the original intention was!
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    "As it stands it looks like the sort of doodle on the back of a 12 year olds history book."


    My thoughts exactly. Looks like the winner of a primary school competition.
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    Someone has tippexed out Hogwart's and typed in Middlesbrough and flogged it to messr's Lamb and Gibson for 50p in the playground!

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