Creative Soccer Culture

Norwich City Unveil Updated Club Crest

All change at Norwich. First up was the manager, with Dean Smith coming in to replace the departing Daniel Farke, and now the club has unveiled their new club crest, which will be used across all club branding from June 2022.

Norwich is a club steeped in history and heritage. But they also have the oldest club crest in the Premier League, having last been updated 50 years ago. Well better make that had the oldest, because they now have the newest, thanks to a brand new redesign, courtesy of industry-leading agency SomeOne, whose work includes similar projects at Tottenham Hotspur, Manchester City and Wolverhampton Wanderers.

The club’s new crest retains the core elements of the old crest, so the canary, castle and lion, but all have been streamlined and modernised to create a look that will ensure consistency across all digital, print and physical branding. By simplifying the elements and removing a lot of the unnecessary detail, the crest now renders strongly in both small and large scale. The black keyline around the crest has also been removed, with the balance improved by positioning the ball in the centre of the crest.

The update came about after the club realised that there were inconsistencies with the versions of crests used, with different iterations around Carrow Road and incorrect crests easily accessible online. Whilst the crest is at the heart of the project, it will be supported by a bespoke club font and new brand property, both of which will be revealed in the summer of 2022.

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Commercial director Sam Jeffery said: “This is a huge moment in the history of Norwich City Football Club and a real statement of intent for the future. For the first time in 50 years the club will adopt a newly evolved crest, fit for digital purpose, iconic and most importantly accessible for all.

“It’s a project two years in the making and one that has been treated with the utmost sensitivity and care by those lucky enough to have been involved within the club’s working group.

“Having garnered feedback from numerous stakeholders, both internally and externally, it was always going to be an evolution and not a revolution. We’re extremely proud of the outcome.

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Daniel Jones

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