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Badgegate: The badge and the Carra on the agenda as City consider rebrand

Badgegate: The badge and the Carra on the agenda as City consider rebrand

19th May 2021 By Samuel Seaman 9 Comments

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A branding consultancy could bring change at Carrow Road, with aspects of the club being considered from the fonts on the side of stands to the badge on the shirt.

The club and the consultants in question have already got to work on improving City’s image and the experience they provide, devising a recent questionnaire that surveyed fans on their experience at the stadium and their association with the club. 

The rebrand will consider all aspects of the club, incorporating matters as trivial as fonts around the ground and as symbolic as the club badge; an aspect MyFootballWriter understands is in contention for a redesign but will not be changed before the 2021/22 season kicks off. 

Perhaps the most leading question in the survey was centred around the badge, asking fans to determine what they associate Norwich City with from a selection of the canary, the castle, the lion, yellow and green, Carrow Road and the club’s joint majority shareholders.

Also considered will be the shades of yellow and green on club imagery, how Carrow Road looks on television, and how it can be modernised.

The latter will be an important part of the rebrand, as the Canaries look to move their home into the 21st century along with their upmarket training ground and their outstanding recruitment system. Wolverhampton Wanderers’ Molineux was cited to MyFootballWriter as an example of the type of modern Premier League ground the club hopes to emulate. 

The brand helping City with their branding is yet to be revealed, but will be introduced to fans by the club next Thursday. 

According to the club website, the branding consultancy will help them create the atmosphere it hopes to, described in the article: “The club’s wider visions and values underpin the work and ethos of all staff across our Carrow Road, Lotus Training Centre and Fan Hub sites.

“Norwich City also continues to tell the story of both the club’s past and its many ups and downs, as well as championing our pride and belief in our innovative club model and ways of working.”

The club may be keen to honour its past, but as a rebrand attempts to drag it into the modern-day, change may well be coming in NR1.


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Filed Under: Column, Samuel Seaman

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Comments

  1. Chris Spinks says

    19th May 2021 at 7:03 pm

    Why o why would we change the badge. The club celebrates its pas, heritage and tradition, the badge was a result of a 1970s campaign to design a ‘proper club badge’ following a petrol station football crest giveaway that used the coat of arms for the City of Norwich. Leave well alone, concentrate on more important things.

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  2. Daniel says

    19th May 2021 at 7:11 pm

    There are many aspects to a brand. Norwich City is recognised by it’s badge and colours, yellow and green. To change any of them would be incredibly naive.

    There are many things the club can improve through branding to make it consistent. Changing the badge is completely unnecessary.

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  3. David Bowers says

    19th May 2021 at 7:38 pm

    You don’t mess with perfection.

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    Reply
  4. Jill Waters says

    19th May 2021 at 11:13 pm

    I’d have been more impressed if the company looking into use of fonts hadn’t used Times New Roman for the fan survey 🤷‍♀️

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  5. Charles Salt says

    20th May 2021 at 10:24 am

    Changing the badge of NCFC, never heard such nonsense, i’ve been watching the canaries since the late 1960’s

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    • Gary Gowers says

      20th May 2021 at 11:32 am

      Take your point but, to be fair, the badge was changed mid-70s to the current version.

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      Reply
  6. John Holland says

    20th May 2021 at 12:37 pm

    This is the first I’ve heard about any rebranding and I can’t find anything in the survey that suggests that is what they are looking into. There wasn’t a question about which shade of yellow or green you associate with NCFC but I have noticed that the colours are becoming lighter and brighter over the years. The survey could give some illuminating answers. The question about whether we think of the owners when we think of the club will highlight an age split I would expect as maybe people under 30 or those who have only supported the club in the past 20 years would only have known our current owners. A good question is where do people live. Back in the 70s it was found that 75% of our fans lived out of Norwich but that would include people living in suburbs that are not officially Norwich but are really. We are the second best supported team in Suffolk (behind West Ham!) and there possibly is a disconnect between the residents of Norwich and the club and I often feel that the residents would prefer not to have a football stadium in their city. Will we be forced out to the suburbs at some point? We do seem to be noticed by the wider football community, over the 50 years where I have been a supporter, we have been the 14th most successful in terms of top flight status, the 16th best supported team and have reached 3 major Wembley finals along with 3 top 5 finishes, yet we seem to be regarded as on a par with Exeter and we have ridiculous comments from Ben Marshall and Robbie Savage about how remote we are compared to the dynamic metropolises of Blackburn and Macclesfield. Much of this prejudice is something that the club can do little about

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  7. martin penney says

    20th May 2021 at 2:19 pm

    No need to change the badge at all – I’m happy with it just the way it is.

    That strange font is another issue altogether of course.

    Reply
  8. General Melchett says

    28th May 2021 at 1:00 pm

    Whilst the badge is fine as it is, I’m not sure it matters or will be a hugely positive or negative change either way. Maybe a clever marketing type can squeeze a gambling firm logo on there to eek out a few 100k?
    Change is often not a bad thing so, I’m open to see any proposed changes and see if they are positive and can help push the club along.
    As others have noted, the badge has changed before, I’m sure there was much a do about that and then was forgotten as the triviality it ultimately is.

    Bah!

    Bah!

    Reply

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