This summer, Aston Villa FC initiated a revision of its visual identity, feeling unsure about the insignia the club introduced in 2017. Recently, the Birmingham team has adopted a new crest selected through a vote from fans.
Aston Villa is currently owned by NSWE Group, a venture company of Egyptian billionaire Nassef Sawiris and American tycoon Wes Edens. Early this month, the club welcomed Unai Emery as its new head coach. So it is aiming at achieving new heights in England’s Premiere League, and that has to be confirmed by the AV redesigned look.
Essentially, Aston Villa’s rebranding is based on a survey from the club’s members and holders of season tickets. It gave some ideas for two design lines, developed by a professional designing team in cooperation with the so-called Fan Consultation Group, which were put for a final vote. As a result, 77% of fans voted for a design featuring the traditional symbol of the club – a lion, encircled like in the emblem Aston Villa had back in the 1970s-1980s.
While the current logo will stay until the end of the 2022/23 season, the new crest will officially be presented as a part of the announcement of the next season, being featured in merchandise and promotional materials. The club also hopes that the logo’s redesign will impact the further development of the visual identity.
Compared to the previous shield-shaped logo, the new one showcases considerable changes, turning into a roundel. However, it retains Aston Villa’s traditional claret and sky blue as well as the additional yellow which is now used for the “ASTON VILLA” and “1874” as the club’s founding year. Another detail transferred from the old emblem is the star representing the European Cup win in 1982.
As for the lion as a central figure, it now turns to the right – a direction symbolizing progress and development. Its outline is changed as well, including the mane, paws, and claws which are drawn more clearly.
