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Shrewsbury Town

Shrewsbury Town FC's new logo
Shrewsbury Town FC's new logo

New logo for Shrewsbury Town

A new season, a new stadium... and now a new logo. Shrewsbury Town have commissioned a new design to protect their branding.

Shrewsbury Town FC has unveiled a new club logo which will be launched for the 2007-08 season, in time for the move to the new stadium. The logo uses the established club colours of blue and amber, along with a single lion's head - it will be used on everything from merchandise to kit.

"We're all quite attached to it [the old logo] but this is a case of having to bite the bullet and do the right thing for the future."
Steve Wellbeloved, chief executive of Shrewsbury Town FC

The new logo has been created by professional designer and life-long Shrews fan Tony Brooks. It meets the complex requirements of 21st Century trademark law and is expected to protect the ambitious club's future branding and marketing plans.

The decision to adopt a new logo was taken by the club board to protect its brand. In a statement, Chief Executive Steve Wellbeloved claimed they were currently 'having significant problems' with fake merchandise. More serious, however, was the news that the existing logo could not be registered as a trademark. Legal advice revealed that the current logo was not sufficiently 'unique' to be fully registered.

Steve Wellbeloved also sympathised with fans desperate to hang on to the existing logo: "Like many fans I've got a houseful of items bearing the old logo... but this is a case of having to bite the bullet and do the right thing for the future. The good news is that having faced up to this, the club has then gone about it professionally."

last updated: 29/03/07
 
Have Your Say
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Iain
Sorry that lion badge will never be wellbeloved. Give us back our Loggerheads.

Jo
It would be interesting to find out if this job was put out to tender or automatically went to Brooks

craig thomas
like it but not as much as the old one could take time to like it

mike
love it were looking smashin next season

callum
very nice, bit plain though, like the lion at the heart of the badge, suggests us salopians are lionhearts!!

Tony Russell from Devon
whoever designed new stfc emblem needs to design one more thing and pack it in. he or she is due for an early career move!!floreat salopia from devon, ps roy of the rovers sends his love too.

keith alexander
very good,bet Ron alias Lenny the lion loves it !!!

Andy
Good, but old one was better

clive wright
new logo new ground new horizons keep the faith

Kathryn Egerton
i would much prefer the old logo as it has been a symbol of shrewsbury town for an awful long time and i don't feel that there is any need for a change. It is not very simple as a design but it could be a lot worse.up the town!

alan
I think it's great we should have had this at wembley and maybe we could have roard to the 1st division.

DAVE JONES
WELL NICE AND THE TEAM ARE ACE

Charlie
I think the old logo was much better, but it is fair enough having a new badge for a new stadium and a new season

justin
it`s about time the town started moving with the times, this is a much more modern look, but as always in true shropshire style every one will moan because it`s CHANGE !lol

Rob Johnson
The board says the current logo was not sufficiently unique. So they hire a designer to produce bland lion logo with nothing to do with Shrewsbury. I can't believe there are people counterfeiting Town shirts.

Neil M
Looks like Millwall or Chelsea. Very poor. Looks like the STFC was added to fill in a gap. It should be the loggerheads and we should revert to blue and amber striped shirts.

Harry W
The new logo is a poor design the old logo was much nicer

Ian Pugh
Smart, Professionial!

Jeremy Sanchez
I'm fairly disappointed in the new logo. Getting a new logo and stadium all at once seems like too much of a sudden break with tradition. I also think that the others are correct that "STFC" should be changed to "FC."

ron tolhurst
i,m fully in favour of the new logo, it looks much clearer than the three lions made the logo appear good luck to the town in the new season

andy bates
where is the new ground and what is going on the old one

Alex Lewis
I am 13 and every year I have known town to bring something out they have asked us to make a design. We are also suppost to be given a shirt that we didn't design. Sorry but Town have lost it.

Ryan Smith
I actually like the new logo. latin is seen as old fashioned so why have it on there and we couldn't have the 3 lions because the whole of shropshire uses it and it's very difficult to copyright.we need a new logo anyway it all fits in. new ground, new logo, new division (hopefully)!

Matthew Martin
I am also a professional designer and life-long Town fan. Sorry, but I would not want my name next to this attempt. It looks dated and poorly rendered.

Tony Russell from Devon
One reason why we are stuck with this badge is that probably all next seasons shirts and regalia have been ordered with this foreign badge and we are possibly stuck with it for a season. But loyal fans will be furious they were not consulted about the change of badge. somebodies heads should be rolling over this!FLOREAT SALOPIA from Devon

Tony Brooks (Geneva)
Another life long fan called Tony Brooks. We are as common as muck.Well done to my namesake. It looks much more modern...Shame the "Floreat Salopia" has been dropped.

Scott, from Wolverhampton
oh no...please dont change it...there is nothing wrong with the exisiting logo...

Al Williams
It really does look like a cheap Chelsea rip-off. They should get a few designs together and see which is more popular with fans.

Tom
firstly, why weren't the fans consulted and second,the wording looks amateurish - why say 'Shrewsbury Town' and then 'STFC' - how about 'Shrewsbury Town FC' or just 'STFC'? I agree with Tony about the latin motto

Tony Russell from Devon
sorry to harp on about this wretched badge but i notice that "Floreat Salopia" has been dropped from the badge. the meaning of this is "Let Shrewsbury Flourish"! another reason why this badge is utterly unsuitable! whoever designed it, back to the drawing board please!

Tony Russell from Devon
Following the town's new badge, we have lost two games on the trot. Two games in hand utterly wasted. another reason to get rid of that badge, it just brings more bad luck!!

June From Shrewsbury
I have to say it looks like Chelsea logo but worse than that it looks like something you get from clipart not impressed at all it does not depict shrewsbury!

Tony Russell from Devon
I have just caught sight of stfc@s badge. what a lemon, it is reminiscent of the Lion Comic of the 1950's where Steve Race of Roy of the Rovers fame, began his long career. I believe he is still playing aged 77. but no matter. That badge is a disaster, it in no way represents the Towns coat of arms and should be replaced with something more suitable and fitting to the original badge. a black mark Shrewsbury!!

Dan Baker
the new logo looks more professional than the current one,it resembles the chelsea and rochdale logos with the shape, however the decision to have just one lion on the logo is a bit of a suprise as the 'three lions' is the main figurehead for shropshire. However the new stadium and now the logo may bring a fresh start to a new, better era for the mighty shrews!

Rob
It's atrocious! The more I look at it the more amateur it looks. a) Obviously an 'off the peg' lion designb) Lions have nothing to do with Shrewsbury Town FC. Even that god-awful Shrew from the 80s has more to do with the club than a lion.c)writing 'Shrewsbury Town' and then 'STFC' as well just looks silly - almost as if no one's actually proof-read it.I agree with the reasoning behind getting a new badge - but the end result is just an embarressment.

Steve English
Doesnt look disimilar to Tate and Lyles Syrup Logo. Just wonder the sense of imagination in its creator might depict the club but certainly not Shrewsbury

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