So who’s the biggest club in London? Arsenal, Chelsea, and Tottenham will have their say. Premier League sides, such as Fulham, West Ham, Crystal Palace, and Brentford fans, might have their take too.
But it’s the Blues, despite their recent struggles, who seem to be crowning themselves London’s biggest team. They do boast the most league titles of London clubs in the Premier League era (5).
The club has trademarked a new badge to celebrate its 120-year history next March. Underneath the archetype blue lion holding a staff is London’s new initialism, “LDN.” The abbreviated version emerged in the city’s shorthand tech-driven ethos at the beginning of the 21st century.
London-based creative studio Uncommon mocked up and submitted the new design to the UK Intellectual Property Office last August.
“A new icon designed to show @ChelseaFC as London’s true club,” the agency wrote on X. “This new visual identity will continue to come to life across the club, stadium & players throughout the season.”
“Should really be a lion holding a turd and a bag of cash,” replied one. We’ll chime in as Generation Thumbs and say nice font, lads.
Are Chelsea London’s ‘true club’?
The good news for Blues fans is that no other London club rebutted the registration. Chelsea will use the new badge on some merchandise and gear starting next spring.
Don’t expect Cole Palmer and Co. to wear it forever, though.
The one-off 120th commemorative design will not replace the existing badge. That one features the bold blue lion surrounded by two English roses and footballs, and around the circle, it reads “CHELSEA FOOTBALL CLUB.”
Despite the fresh LDN take, there’s too much pride in the original emblem.
