New Chelsea badge revealed as Blues bid to be ‘London’s true club’ | Football [Video]

Chelsea will be showing off a new badge for their 120th anniversary year as part of their branding process of being ‘London’s true club’.

The Blues were founded in 1905 so next year will be the 120th anniversary of the west London club.

The newly designed emblem will not be replacing the current Chelsea badge, but will be used in various branding situations and to promote the anniversary.

The new badge has been produced as part of Chelsea’s partnership with Uncommon Creative Studio, which begun over the summer.

A campaign called ‘We burn blue’ was launched in July, with the club branded as ‘CFC LDN’ in the hope of marketing Chelsea as ‘London’s true club’.

The anniversary badge is part of this marketing strategy, with ‘LDN’ underneath the traditional lion motif.

The Daily Mail report that: ‘Supporters can expect to see it used in the coming months, along with other similar designs.’

At the …