This summer, Aston Villa FC embarked on a rebranding journey, reassessing its visual identity and opting for a fresh design. The Birmingham-based club, owned by NSWE Group—an enterprise helmed by Egyptian billionaire Nassef Sawiris and American tycoon Wes Edens—sought to modernize its emblem as it aims for new heights under the guidance of newly appointed head coach Unai Emery. The updated crest is not merely a stylistic change but a reflection of the club’s ambitions in the Premier League.

Fan-Centric Design Process

The rebranding effort was shaped by a comprehensive survey of club members and season ticket holders. Their feedback inspired two design concepts, which were developed collaboratively by a professional design team and the Fan Consultation Group. These concepts were subjected to a final vote, with 77% of fans choosing a design that embraces Aston Villa’s traditional lion emblem, reminiscent of the club’s 1970s and 1980s insignia.

New Crest Details

While the current shield-shaped logo remains in use until the end of the 2022/23 season, the new crest will debut officially for the 2023/24 season. The updated emblem features significant changes:

Shape: Transitioning from a shield to a roundel, the new design introduces a modern aesthetic while echoing the club’s historical identity.

Color Palette: It retains the iconic claret and sky blue, complemented by yellow accents for the text and founding year, "1874."

Lion Symbolism: The lion, a central element of the crest, is now oriented to the right, symbolizing forward motion and growth. Its design has been refined, with a more detailed outline of the mane, paws, and claws.

European Cup Star: The golden star, signifying Aston Villa’s European Cup victory in 1982, remains a prominent feature, tying the club’s storied past to its future aspirations.

Looking Ahead

The rebranding marks a pivotal moment for Aston Villa, aligning the club’s visual identity with its broader goals. As the new crest is incorporated into merchandise and promotional materials, the club hopes it will foster a stronger connection with fans and bolster its identity both on and off the pitch. This transformation represents not only a nod to tradition but also a step toward progress and sustained success in English football.