Chelsea have unveiled a new badge as part of their bid to establish themselves as ‘London’s true club’ in celebration of their 120th anniversary.
Founded in 1905, the west London club is gearing up for this milestone year with a specially designed emblem that will be used for branding and promotional purposes, though it won’t replace the current Chelsea badge.
The new design is part of Chelsea’s collaboration with Uncommon Creative Studio, which began over the summer. As part of this partnership, a campaign titled ‘We Burn Blue’ was launched in July, branding the club as ‘CFC LDN’ to emphasize Chelsea’s connection to London.
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The anniversary badge features the iconic lion symbol with ‘LDN’ underneath and will be seen in various forms of branding over the coming months, according to reports from the Daily Mail.
Nils Leonard, co-founder of Uncommon, spoke at the summer kit launch, highlighting the strategy to market Chelsea’s identity as a London club to a global audience. He said, “This is just the beginning… to create the brand Chelsea has always deserved, and to bring the iconic London club to the world.”
Uncommon described the new kit as a symbol designed to position Chelsea as London’s leading club, a bold claim that will likely spark debate among rivals like Arsenal, Tottenham, and West Ham.