REVEALED: Bradford City unveil proposed new club crest

There was an audible intake of breath among the assembled media invited to a private preview at Valley Parade when the design first popped up on the screen.

I’d imagine it will be the same for every supporter.

City’s proposed new badge is different, very different. But, cards straight on the table here, I like it.

Yes, it will take some getting used to. Change always does.

But the image is striking and clear and there can be no mistaking which club the crest represents.

The project has been a painstaking one based around the “Your City, Your Say” survey carried out between November 5 and Christmas Eve last year. Nearly 5,000 fans gave their views.

The results showed that 90 per cent of those asked wanted the bantam to remain - and almost all felt it was the figure that most represented the club.

Similarly, 85 per cent were keen to keep the shield, a distinctive shape when compared with other team crests.

Just over three-quarters didn’t want BCAFC to be on the new badge - but that has been kept, although nowhere near as dominant as previously. It is still the bird that catches the eye.

The club have a bespoke font in the lettering with the lower curve of the B puffed out to mirror the bantam’s chest. The AFC “acts as a podium” for the city according to the spiel.

How City plan to use the new badge in commercial and digital ways (Image: Bradford City FC)

The star to commemorate the 1911 FA Cup triumph is still there but the banner beneath the previous badge has gone - something that 78 per cent suggested.

Fans who answered the survey were also invited to workshops to offer opinions.

The style of the bantam was a big talking point.

“Weak, uninspiring, scared and facing backwards” were some of the dismissive comments about the current design.

“The bantam needs to look proud, chest out and ready for battle” was the message.

City’s research even included studying bantams and chickens in their natural environment. The raised claw, the bird’s fighting stance, was added to the final image.

Chief executive Ryan Sparks said: “This is arguably one of the club’s biggest projects in the past 30 years, so it was extremely important to make sure everyone had a chance to have their say, but also ensure the new identity is right for Bradford City AFC and can prove a strong part of the club’s image for years to come.

“At the start of this project, we said we would always be claret and amber, we would always be the Bantams and we would always be Bradford City AFC. Those things will never change.

City changed badge for the ill-fated 2003/2004 centenary season (Image: Newsquest)

“We also said we wanted to run this project hand-in-hand with our loyal supporters, and were delighted to see so many people respond to the survey to give their views, and also come forward and engage with listening sessions and workshops to give their important opinions on how our club’s identity should evolve.

“We believe we have done everything we possibly can to put the power of this change into the hands of those supporters.

“As we strive to be the best on the pitch, we also aspire to be the best off the pitch. We feel this evolution of our identity can help us further compete in a digital-first world, while also improving the marketability and commercial attractiveness of our football club.

“We believe our new design encapsulates everything Bradford City - and the people of the district of Bradford - stands for. It represents the unique, hard-working, collectively tough and competitive nature of our city.

“We are constantly trying to take the club forward, enhancing and improving the organisation.

“We believe this piece of work is a large part in modernising the club and helping it stride forward on the path to achieving our collective goals.”

This will be the eighth badge to have graced City’s shirts.

The present one replaced the boar in 1991 - a three-decade run that has seen the improbable climb to the Premier League and four Wembley appearances but also the slide down the divisions.

City have had the present badge on their shirts for over 30 years (Image: Thomas Gadd)

City also briefly changed the crest for the ill-fated centenary campaign in 2003/2004, which they finished bottom of the second tier and in administration.

The new badge, when confirmed, will appear in time for next season to kick off the 120th anniversary.

Luke Flacks, director of brand, marketing and media, added: “There are a lot of intentional similarities between the club’s past identities and this new design.

“Through supporter feedback over the past 12 months, we could see the common denominators were the importance of our bantam, our distinctive shield shape and our unique claret and amber colours - all of which take pride of place in the new design.”

City are launching another survey to hear what fans think about the new design before the proposed change is finalised. That will run from 5pm today until 11.59pm next Wednesday.