Chelsea trademark new emblem as they claim they’re ‘London’s true club’ – but it won’t replace their badge
CHELSEA have trademarked a new crest and have staked their claim as “London’s true club”.
The new badge, which will NOT replace the current one, features the iconic blue lion above the letters “LDN”.
The emblem has been released to celebrate the Blues’ 120th anniversary in March.
Reports from the Daily Mail claim the logo will be seen on club branding in the coming months.
Designers Uncommon Creative Studio called it a “new icon designed to show Chelsea as London’s true club.”
They added: “This new visual identity will continue to come to life across the club, stadium and players throughout the season. Stay tuned.”
Chelsea applied to trademark the crest back in August, with other parties given two months to oppose the ruling.
But none of their capital rivals like Tottenham, Arsenal or West Ham objected – despite the Hammers having the word “London” on their badge already.
The emblem is now registered to Chelsea for at least the next ten years.
Fans were split on the design, with one saying: “It’s beautiful.”
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Another added: “I hope they don’t use LDN underneath, use CFC.”
A third commented: “I’m all for the Lion crest. It’s clean and modern but the ‘LDN‘ underneath it feels very franchisey.”
Meanwhile, the club has also applied to trademark the words “Chels” and “The Chels”.
A decision from the UK Intellectual Property Office on those is due next month.