As Chelsea approaches its 120th anniversary, the club is taking bold steps to highlight its identity as “London’s true club.”
This exciting development comes just a few months before the big celebration in March, stirring the anticipation among fans and stakeholders alike.
A Fresh Identity for a Historic Club
To create a new emblem that resonates with this significant milestone, Chelsea turned to Uncommon Creative Studio.
The design features the iconic blue lion positioned above the letters “LDN,” signifying the club’s London roots.
While rivals like Arsenal, Tottenham, and West Ham may contest the claim of being London’s premier club, Chelsea is steadfast in its ambition to establish this identity through its branding.
Emblem Not for Current Badge Change
According to insiders, this new emblem is not intended to replace the existing badge.
The club values its connection with fans and would never make such a decision without consulting them first.
Instead, this new design will serve as an additional branding element as Chelsea gears up for its anniversary celebrations.
Trademark Application Approved
In August, Chelsea submitted their trademark application to the UK Intellectual Property Office, which has now been published.
This gives third parties a two-month window to contest the trademark; however, no objections were raised, including from fellow London clubs.
As a result, the emblem is set to be officially registered to Chelsea Football Club Limited for at least the next ten years.
The application includes Class 25, which covers various merchandise like football shirts, scarves, and headgear.
Fans can look forward to seeing the new emblem on merchandise in the coming months.
Additional Trademark Applications
In addition to the new emblem, Chelsea has also filed to trademark the terms “Chels” and “The Chels.”
However, confirmation of these registrations is still pending and won’t be available for another month.
A Bold Campaign Launch
When Chelsea unveiled their latest home shirt, they showcased the slogan “CFC LDN” as part of their marketing campaign.
Uncommon Creative Studio promoted this new emblem as a “new icon designed to show Chelsea as London’s true club” across their social media channels.
The studio emphasized that this new visual identity will be integrated across the club, stadium, and players throughout the season, promising exciting updates for fans.
Ongoing Sponsorship Negotiations
As the club moves forward with its branding efforts, negotiations for a shirt sponsor are still in progress.
Chelsea has played all their Premier League matches this season without a sponsor, leaving fans curious about what’s next for the club.
The anticipation continues to build as Chelsea approaches this significant milestone in its storied history.
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