West Bromwich Albion today unveil their new club badge confident that it reflects the progress the club have made off the field as much as on it.
The new badge (left) replaces the existing club crest (right)
The modern new badge not only incorporates the traditional throstle, hawthorn bush, berries and stripes but also the club's name.
Perhaps with one eye on the disastrous attempts of Coventry City to re-invent the Sky Blues badge last season, Albion's marketing men developed the new-look only after extensive consultation with supporters' groups.
Of course you can't please everyone all the time and there may be dissenters but the changes appear subtle.
Tim Gardiner, Albion's Director of Sales and Marketing, said: "The club's brief to the designers we worked with was simple: the new crest must stay true to the previous badge.
"It was a case of evolution, not revolution. The new design embraces the club's history in a progressive style without any sense of loss to our proud heritage."
Albion had previously used six different logos on team kit in the past 20 seasons. The new crest will feature on team kit from the beginning of next season.
* What do you think of the new badge? Visit our messageboard and give us your opinion - we'll publish the best responses in The Birmingham Post. Please include your full name and where you're from.
"I like the new badge, it means my Dad will have to buy me a new shirt next season!"
Finlay Jelley, Walsall Wood
"Don't like the badge at all. Just another excuse to make more money out of the fans."
"Anyone else keeping count? Next season will be 13 new kits (at #40 a shirt) in 6 seasons! Any bets on how long this badge lasts? The quest for more money goes on and on and on...."
"Well, I think it is excellent!
Cyril Randle, Orchard Hills, Walsall
"I've just seen the new Albion badge and I just want to be the first albion fan to say that I think it is disgusting. I can't see why we had to change from the one we already have. Its just another backward step for the Albion after the sale of ERNIE!"
Charlie Buller, Birmingham
"Don't like it. We have been sold out to commercialism the fans now have to pay out for the new shirt its about time the football clubs start to put the fans first"
"Having the club's name on the badge is crucial for expsure to a global market via TV. However, they should have left the crest as it was and simply added the team name at the top or embosted it at the bottom [similar to Liverpool's 'You'll Never Walk Alone].
"I think the new badge is dead good. I did it while I was on work experience."
Tyrone, West Brom
"The new Albion badge is pitiful. Very basic design and bland lettering. Hopeless, must do better."
"The new club badge looks awful."