West Ham Till I Die
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Talking Point

Building upon our great iconic badge

Guest Post by Steven Johnson

With all the opinions relating to the rebranding of a potential new badge and the clubs recent video dissection, does it appear that the club already know what they want?

The graphics used within the clubs presentation makes you assume we will have a generic shield shape “similar to the Arsenal shield”. As a die hard hammers fan but also owner of amber&green studio, a graphic design and branding company who specialises in crest design, I would like to share my version of the club badge and my rational behind my design.

My approach is to build upon the existing badge which is already strongly recognised and loved, even our co-chairman David Gold has said he likes the existing badge.
My design has a bigger, bolder prouder version of the crossed hammers, I have used the dynamic angles to create a unique shape rather then a generic shield shape or standard circle. Incased within the new dynamic shape is the most important factors of our club. The date the club was formed and a classically styled football symbolising what we are renowned for – The Academy of Football.

There has been much talk about keeping the castle, it’s what I grew up with. It wasn’t always part of our identity and whilst it’s important not to forget our history before the castle, it is indeed one of the most iconic elements of our badge. Ask any junior hammer what is most recognisable, they will scream ‘the hammers and the castle’

They are the future of our club so I have chosen to keep part of the castle and revert it to white similar to that seen on the kit used in the 1964 FA cup final, this lets the crossed hammers become the true centre piece.

From what we have read David Sullivan seems very keen to incorporate the word London. Maybe it could work? but cramming this onto a design could lead to a misunderstanding of our name and dilute our brand. London West Ham United, West Ham London I can hear our American friends mistakingly calling us!

They say football is a game of opinions, well the club badge seems to be dividing us all. With or without London I hope my design shows we will always be West Ham United.

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