Over at FOF people are wondering if Fulham have the worst badge in the league. I’ll save the cheap shots – no mentions of swastikas or of the design being created by a six year old here! – and instead cut to the chase: since so many people like the old Fulham badge, what exactly did we gain by updating it?
If you think this is something positive for the brand and adds to the club’s recognition then I challenge you to expand on the point and explain what that really means for the team. If you saw someone on Putney High Street wearing a white football shirt you would have a fair idea which team the shirt belonged to, right? And this, it must be said, is where 99% of Fulham football shirt sitings must be made: really near the ground. So we gain nothing in recognition by having a more striking effort, not locally.
For the remaining 1% – on holiday perhaps – it may indeed make it easier to recognise the badge. But for the people in Majorca who see someone wearing a white shirt and non-descript badge, what exactly are we hoping for? That they recognise the logo and become fans?
The old Fulham and Hammersmith Borough crest may not be identifiable in Kos, but how much does this really cost the club? Nothing? £45? In the nation’s playgrounds a child has to be half-mad to support anyone other than the big clubs anyway, so trotting up in a Fulham kit of any type is a brave and attention worthy move, regardless of the picture on the chest.
What exactly does Fulham’s brand mean for the club? Does the exciting, modern badge bring people to the ground? I can see that the simple, clean design may appeal to children, but they’re only going to go if their parents bring them anyway, and parents are more likely to be won over by something that says ‘local’ and ‘tradition’ than some garish CDT project gone wrong.
Merchandise sales? Hardly. Newcastle must sell more merchandise than almost everyone else, and their logo was this
Chelsea used to use this:
It’s not too late to admit that the whole thing has been a terrible mistake and bring back the old crest. I know that it contains “off brand” colours (blue! not blue! – a secret: Johnny Haynes wore blue for Fulham more often than he wore ‘gold’) but the old shield with the hints of the Thames and the local relevance could surely be tastefully modernised to bring Fulham back in line with the other Premier League clubs. It should happen.
Grumble, grumble, grumble.