Aston Villa know it well: changing a club crest is a delicate exercise that has to be managed carefully to minimise backlash from fans who invariably won’t like it.
The Midlands outfit just cannot keep their new badge under wraps, though. The shield-shaped effort – which we would honestly struggle to distinguish from previous versions without a side-by-side comparison – emerged last year after being submitted to the Intellectual Property Office for trademarking, and has now been featured on promotional materials for their new main shirt sponsor.
