Shrewsbury Town Football Club has launched a new logo which will be used from next season. The new design is in the club’s blue and amber colours.
It has been changed on legal advice so the club can better protect its corporate identity ahead of moving to its new £15 million stadium in Oteley Road this summer.
The new look has been designed by Shrewsbury Town season ticket holder Tony Brooks.
Town chief executive Steve Wellbeloved said: “The bottom line is that we have to be able to protect our brand. We can’t do that with our current logo, nor with tweaked versions of it that look any good, so we’ve had to make a decisive change.
“The result is a clear, strong, clean logo. And, crucially, one that has passed all the necessary searches and so is able to be registered in 14 trademark classes - covering a full range of club activities both current and future.”
He said only people with a licence would be able to use the club’s logo.
- Do you like the Shrews’ new logo or would you have preferred to have kept the old? Have YOUR say below.
50 Comments
Clean-cut, bold and direct.
Good to see the Town adopting a positive professional approach.
Yuk! The current STFC crest (the loggerheads) shows 3 leopards! Where does the lion come from? Looks like an advert for a chocolate bar!
Although it looks very nice, unfortunately the designer has fallen for the common mistake of the creatures displayed for centuries on the Town’s emblem. The three creatures shown are LOGGERHEADS; a mythical creature like the unicorn. This new logo has a lion instead, therefore moving away from centuries of Shrewsbury identity.
I really wish people would do their research first.
Terrible - deeply depressing that this decision has been driven by lawyers and concerns about “brands” and “trademarks” - what’s happened to football?
The old logo may not be something you can “patent” or “copyright” but at least it has something to do with the town’s history.
Come on you lions? I doubt it. Floreat Salopia!
Striking but poorly researched- why the lion? Very much like the Chelsea badge which is a shame. Also, why the repitition- SHREWSBURY TOWN across the top is fine, but why does it need STFC at the bottom too? Surely SHREWSBURY TOWN FC with 1886 at the bottom in the centre would have looked better? Seems like it’s been rushed through really. Why were the fans not consulted?
I’m no expert in these matters but are people aware the old logo looked more like the Cheshire coat of arms than the Shropshire? They are similar but like STFC, the Cheshire version doesn’t have amber coloured bars dividing the loggerheads, the Shropshire version does. Was this an embarassing oversight that most people weren’t aware of?
The County Council website says:
“The Leopards’ faces in these Arms were adopted by the county in 1895 from the Arms of the Borough of Shrewsbury (Azure, 3 Leopards’ faces Or).” Definitley not a lion in any event.
Was this the runner-up in the competition for the Chelsea badge?
I think it is really good. Much more professional than previous one. Looking forward to seeing it on the new kit!
absolutely awful- STFC and their loggerheads logo were symolic of the club and the county- this represents Chelsea, a lion bar, or MGM- which ever takes your fancy.
Get the fans really involved like at AFCTU!
Whats a Lion got to do with Shrewsbury?
Filth-hounds of Hades! Surely Town fans won’t accept this Chelsea-lite travesty? Not my argument, but as a Lincoln fan, it would be like binning the Imp for Kermit the Frog.
Well, the name should be on there, that’s good and I like the date. What’s a lion got to do with Shrewsbury Town though? Is there any relevance here that I and the rest of us are missing. If not, you might as well put a picture of a pig, or a dog, or a parrot or something on there (although granted, they’re not as ferocious as a lion).
what a waste of money and resources, why not keep with the three loggerheads, I cannot see us losing tons of money just over badge. STFC have gone one step too far on the commercial wagon.
And thanks STFC for including the fans ????
This time the Leopard may really have changed his spots - but I’ve quickly googled for proof of what anumal adorns the coat of arms & nothing definitive comes up - anyone have proof contradicting the lion theory?!
It looks awful !
The current design only needed small alterations such as ‘Esb 1886. Do not forget to consider the fans feelings when making changes like this
Whats a Lion got to do with Shrewsbury Town???
Are you lot even town fans… for many years now the club Mascot has been a Lion, or did you miss that???
The linking of the Macott and the Badge is great coperate thinking.
hav the star seen this?
http://search.nvtech.com/nvtech/display.asp?D=anim1524&L=NF
cant see it? Look at this then
http://www.shropshire.btinternet.co.uk/lion.gif
Here’s the full monty on the loggerheads from the Shropshire CC website:
Why are there leopards on the County Arms of Shropshire?
The Leopards’ faces in these Arms were adopted by the county in 1895 from the Arms of the Borough of Shrewsbury (Azure, 3 Leopards’ faces Or). It is only in the incorporation of the ermine that the County Arms differ from the Borough. The leopards’ heads appear on a 15th century seal of the Corporation, but their origin is unknown. They may have been derived from the Royal Arms, the Arms of De La Pole, 14th century Earls of Suffolk (Azure, chevron and 3 leopards’ faces Or), or the Arms from a local family. The heads are often referred to as “the loggerheads”. This possibly originates in the practice of carving some such motif on the head of a log used as a battering ram.
By all means include “Shrewsbury Town” at the top & the date in the centre at the bottom, but please include the 3 leopards in the pictorial in order to maintain our history of the club.
Pricey, I think you’ll find that the Loggerheads have been around for a lot longer than the mascot has!! Anyway, he should have been called Lenny the Loggerhead Doh! One word springs to mind with this new badge…Clipart. So get yourself on the web and see how many other pictures look like ours, ok?
On Heraldic coats of arms lions can not be called lions for some odd reasons, hence the lions of the borough and county crests are leopards - ref SHROPSHIRE guide 1990.
what a nasty badge whats a lion got to do with the club.
why not use the shrew as it has more to do with shrewsbury than a lion. and it looked good when they last used it in the 90s.
what happened to supporter power.
we can help with ideas for a kit but not a badge. poor show shrewsbury town
Never mind the logo, think of the play offs, and get behind the boys for the final push. Some testing games coming up in the next week or so. Lets just go with what is and ROAR the town to wembley !!
Now I like graffiti if it’s for art’s sake, but this is mind blowingly awful. Now, I’m Blue through and through (thank god for STFC), but we can well expect a lot of protests, and may be even a few walking away from the club. This is OUR club. Us fans should have been consulted, on whether to change the symbol, after all, we put money into the club, we pay your damned wages Wellbeloved. I’d change it now or even put up a vote so the fans, not fuddy duddies upstairs who think they know what we want, can choose. He might well be Wellbeloved, but certainly not well educated. Put it under the “Good Ideas At The Time Without Decent Consideration of The People” file!!
It looks great nice one shrews
I think that it is a striking badge but it just does not say “Shrewsbury Town” to me.It would make a good police or fire dept badge for the Shrewsburys in America.
The image of the lion is available to all on “google” so how can this be copyright?
s.g.d.
Is this the beginning of a takeover by Chelsea as their junior club?
did any thought go in to this move?
i can`t say i`ve been to the meadow or seen the star paper for 6 months now,but this looks bad to me and i do not think the fans will like this.
you are throwing history out of the window for a badly thought out badge and market idea.
go back to the original badge….
mat newson
The fact the Loggerheads are part of the county arms of shropshire are the reason they cannot be copyrighted for commercial use. That does not matter for the councils - no-one sells SABC T-Shirts on Pride Hill in the week before a big game.
I don’t think we can argue with the reasons for change, but people obviously have different opinions on the design, which is exactly the reason putting it out to a fans vote would have been a waste of time because we would have had 3000 designs from 3000 people who all end up disappointed, or people would hate all the designs they would vote on.
What a bunch of luddites. Please read again the detailed explanationn from Mr Wellbeloved. If STFC is to regain its place in the Championship it has to be more astute in its approach to business, and a fresh approach to branding is the first step. Well done Steve, it will look fantastic on the stadium and on tee-shirts
Good stuff - lions - pride - lets make the town proud
Imagine Liverpool FC removing the Liver bird from their crest and replacing it with another bird for “commercial” reasons! They wouldn’t dare. The Liver bird is part of the Liverpool city crest so how come LFC can incorporate and trademark their Liver bird logo while STFC say we can’t incorporate the loggerheads in ours?
Good idea commercially – just poorly designed. Needs to be Shrewsbury Town FC – 1886 – and change the lion’s head to a loggerhead.
It would all depend on who used the logo first as well, permissions granted etc.
Liverpool Council look on their club just a tad more favourably than Shrewsbury’s does.
You could use a picture of a Loggerhead Turtle instead of a Lion. This could represent the players - strong, steady and always hanging around on beaches.
So a cheap clip art Chelsea rip-off… nice, anyway seeing as the new ground is in a supermarket car-park… wouldn’t it have been more appropriate to have had a Sainsburys logo?
Surely you might as well have a sheep as a Lion! keep the tradition to take with us to the future!!!!
With the growing dislike of the new Shrewsbury Town FC logo amongst fans and the Town Chief Executive Steve Wellbeloveds anxiety to protect the clubs brand I suggest that he has a look at the sign boards of The Old Lion Tap pub halfway up the Wyle Cop. The illustration of the lion on their boards is exactly the same the one proposed in the new logo (could be copyrite problems here if used) The illustration of the lion in the logo is also a tweaked version of one on the Google website on the internet. I would scrap the idea before it becomes an embarresment to the club!
The (hopefully only) ‘proposed’ new badge is simply awful , looks far too much like a confectionary bar and lends nothing to the town, county and club’s tradition.
I can’t quite understand why we are now lions, nor why we can’t decide between Shrewsbury Town or STFC. I am appalled that the Club have instigated such a departure concerning something so fundamental to the supporters. And to suggest that our existing identity could not be evolved then appropraitely trademarked is utter nonsense.
Well I quite like it. I’m 23, have supported Shrewsbury all my life and until this day had always presumed these ‘loggerheads’ to be lions anyway. Ignorance has its advantages and I don’t see any reason for it not to be a lion. Lions are ferocious, respected, symbols of power. What is a loggerhead anyway?!
And I forgot to ask why everyone is so concerned with it looking similar to Chelsea’s badge. What have Chelski got to do with Shrewsbury Town FC? I’m far more concerned with it being similar to Rochdale’s!
the new badge has just dropped i know its a good idea buy making and new badge,kit and stadium but the badge dosent look so good but as they say its only a badge on a shirt
i prefere the older badge beacuse the new one spoils the kit the old one suits all of the kit thave had i think he should scrap the idea
If Shrewsbury Town is genuinely starting to emulate Chelsea then in many ways I think we should be quite happy about it.
We’re competing against kids staying at home to watch superstars on Sky or coming to watch us. If our “image” needs to change to help us do that then so be it.
It is certainly a painful process, but if we do progress up the leagues we need to be getting everything geared up for it. If a sponsor wants to sponsor the ground and use our logo on their promotional materials they won’t want it to be a logo also used by the local council.
Howdy folks - love the new badge!!
How about calling yourselves the Shrewsbury Lions Soccer Club?
Hot-diggity dog!
Call me old fashioned if you like but I always understood that heraldic loggerheads were a mix of Lion and Tiger nothing to do with leopards since when did leopards have manes? The new design is forward thinking and yes will probably sit better for commercial aspects. I am sorry to the purist fans but it is Shrewsbury Town Football Club plc and as such only have to listen to the Board for corperate decisions not the hoy poloy. But it would be a rash board member who would ignore the main source of income for the company which is the hoy poloy aka Joe Public.Take vote on it.
Okay, let’s address this.
A: If it’s a miz of tiger and lion, there’s no real problem with the feline on the badge.
B: It was, I believe, impossible to properly secure the rights to the old badge for some reason, ergo, they had to change in order to stop the STFC badge being used for, shall we say, nefarious purposes.
C: If it looks like Chelsea’s, I hardly think emulating the premiership champions twice in a row is a bad thing (as long as the football doesn’t go the same, rather bland, style).
D: The STFC rather than just Shrewsbury Town FC is redundant, yes.
E: Regarding the stadium, the only buildings I know of that are made of corrugated iron are the Gay Meadow and hovels in Brazilian shanty towns. (The new Meadow, strangely, makes me think of White Hart lane for some reason. Wierd) And now at least I won’t have the floodlights shining directly into my window when I’m trying to get to sleep.
As I say, STFC or STFU.
Ok lets address this
The new badge is horrible.
It has nothing to do with Shrewsbury Town FC. It’s a clip art lion not a loggeread.
Can Liverpool FC secure the rights to the Liverbird? Perhaps they will dump their badge and get a clip art penguin instead? It’s still a bird isn’t it?
The new ground is soulless and not a patch on gay meadow.