Chelsea will debut a new badge next year to celebrate their 120th anniversary as part of their branding effort to position themselves as “London’s true club.” Founded in 1905, the west London team will incorporate this emblem in various branding scenarios, but it won’t replace the current badge.
The redesign is a collaboration with Uncommon Creative Studio, which began over the summer. Their campaign, titled “We burn blue,” rebranded the club as “CFC LDN” to enhance its London identity. The anniversary badge features “LDN” beneath the traditional lion motif, and fans can expect to see it rolled out in the coming months.
Nils Leonard, co-founder of Uncommon, mentioned at the kit launch that more marketing initiatives are on the way, aiming to showcase Chelsea’s London roots globally. “This thinking encapsulates the club and players’ sentiment ahead of the new season, bringing new energy to Stamford Bridge,” he said.
Uncommon described the new kit as a “new icon designed to show Chelsea as London’s true club.” As the season progresses, the club’s new visual identity will be evident throughout the stadium and among players. However, the claim of being “London’s true club” is sure to spark debate among rivals like Arsenal, Tottenham, and West Ham.
