Fulham’s badge of negativity

I read with interest the article about Fulham FC wanting to enhance their image and develop a new logo. With their promotion into the Premier League, this is the obvious time for them to undertake such an exercise. I read the article after the launch date and decided to have a look on the website to find out the results.

On clicking on the appropriate section, I was taken through some of the team’s heritage, then the new logo itself appeared. And what a monster it is!

I was truly disappointed that a football club striving to be taken seriously as a Premier League team, would settle for such a nondescript logo. On comparison with just some of the Premier League clubs, it is miles behind. Against some of the clubs involved in the Champions League, it just doesn’t compare.

The design itself has quite negative connotations to start with: the downward slope of the lettering does not give it a positive feel.

I am very disappointed in their choice of final design, but I wish them all the best in their attempts to remain in the Premier League next season. It is just a shame that this “new” retro logo has managed to go up with them.

Rich Protheroe

Business development manager

Loewy Group

London SW1

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