Brentford FC has unveiled a new club crest after an 18-month consultation with fans and stakeholders.
The new badge features a bee at the centre of a rounded emblem, with the club’s foundation date, 1889, split either side of the black and yellow flying insect.
Before and after: This season's crest and next season's
The club says the new design is loosely based on the crest used between 1972 and 1975 as well the 1960s Brentford Supporters Club badge.
It will adorn the Championship side’s red and white striped shirts from the 2017/18 season onwards.
Chief Executive Mark Devlin said: “It's always an emotive subject when a club decides to change something as important as its crest but part of our club's philosophy has always been about moving with the times and improving as we go.
“It's simple, it's iconic and it immediately tells the world who we are without even the need for words.
“Like everything we do at Brentford, this isn't change for change's sake, there is always a reason behind it and that reason is to give the club a clearer and more recognisable crest that will help us grow off the field.
“We all recognise the old crest wasn't really fit for purpose in a digital age where impact has to be instant and that's part of the reason we've changed.
“This is not revolution, it’s part of the club's evolution.
“In the next few years, we will be taking huge strides with the move to a new stadium and the change of crest to a simpler, more striking image is part of that progress.”
Brentford FC players huddle before their Championship playo-off semi-final against Middlesbrough in 2015
The Hounslow club hasplayed at Griffin Park in Braemar Road since 1904.
But they will soon be moving to a new stadium, just over a mile away, in Lionel Road after communities and local government secretary Greg Clarke MP approved the club’s purchase of the site.
Peter Gilham, stadium announcer at Griffin Park for more than 40 years, said: “I believe that the new crest shows off to good effect, without the complexity of our current one, both our heritage and tradition.
“We are known as The Bees and the new badge reflects exactly that. It allows for instant recognition, and is one that I believe supporters both young and old will take to."
Fans celebrate the launch of the new crest
Hall of Famer and incoming B Team Head Coach Kevin O’Connor added: The current crest has been with me throughout my career at the club so of course I'm a little bit sad to see it go.
“I understand that we need to adapt with the times and I think the new crest is really strong. It really catches your eye and says 'Brentford' a lot more instantly than our current one.
“I'm sure the players will be proud to wear it and I really think the fans will love it too.”
What do you think of the new Brentford FC crest? Get in touch at craig.richard@london.newsquest.co.uk
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