After 50 years of using the old version, English Premier League club Norwich City FC has unveiled a modernized decal that it will start using in June 2022.
The club announced the change on social media and their website on Tuesday, November 23. It retains all the elements of the old decal – a canary on top of a football, a lion and an image of Norwich Castle – and the club’s green-and-yellow color scheme, but puts them better in a package suitable for modern use.
“This is a huge moment in Norwich City Football Club’s history and a true statement of intent for the future. For the first time in 50 years, the club will adopt a newly developed decal, suitable for digital purposes, iconic and above all accessible to all.” said NCFC commercial director Sam Jeffery on the club’s website.
“It is a project two years in the making and one that has been handled with the utmost sensitivity and care by those fortunate enough to have been involved in the club’s working group.
“After we had feedback from numerous stakeholders, both internal and external, it would always be an evolution, not a revolution. We are extremely proud of the result.”
The top was developed by an agency someone, which has worked with several other Premier League clubs on similar projects. The simplification of elements and the elimination of black outlines “will ensure consistency across all digital, print and physical branding.”
A brand review conducted by NCFC noted that multiple variations and interpretations of the old decal appeared in various applications, including stadium signage, club stationery, merchandise and websites. The new weapon is an effort to ensure consistent branding across all applications.
Some of the flaws and technical challenges identified in the ancient weapon include:
- Inconsistent line widths on the canary, plus details that become unreadable in small scale formats.
- The “current image does not adequately show a lion” beneath Norwich Castle. Touching keylines on the lion also creates embroidery problems.
- The ball is not in the center of the top, which disturbs the visual balance.
NCFC officials have conducted more than 50 internal interviews as part of the redesign process and have received more than 5,000 responses to a questionnaire distributed to supporters. They also formed a working group – which included club legend and ambassador Jeremy Goss – to discuss every aspect of the design process. Focus groups were also held with supporters.
“I definitely didn’t want them to make radical, dramatic changes, but I can understand the reasoning behind it and I can understand the reasoning behind bringing it forward, shaping it to where we are in 2021. clear reason to have that discussion,” Goss told the club’s website.
“I really didn’t want them to mess with it so much, but make subtle changes. The castle and lion were clearly outstanding, as was that huge canary sitting on top of that ball, and I think the whole thing really represents what we stand for in terms of the strength and passion we have as a football club. It’s in there and I didn’t want them to make dramatic changes.”
The new decal will be officially inaugurated on June 17, 2022 and will be featured on NCFC’s 2022-23 kits.
Feature photo courtesy Norwich City Football Club