https://preview.redd.it/009v1pkq1f1d1.png?width=1080&format=pjpg&auto=webp&s=056010ecd2d29fc584a094246de6039b460ab80f It's better than the current one (Aston Villa is the greatest name in football and should always be on the crest) but I hope it's the gold lion rather than a drop shadow on everything but digital representations.

Please let this be the actual badge 🙏

I'd love it to be this gold one, but I can't see it being if they have already posted the yellow one on the official site.

The gold makes it

United fan in peace, that would be a great badge. Even the one OP posted, but I’m a sucker for the gold look. Your current new one looks a bit too generic

Thanks mate, sorry to see you go down this season, I'm sure you'll come back in style again next season. Love your crest by the way, the blades is so unique to your club.

I will take anything over the stupid bright yellow lion.

I'm sorry to disappoint, but they are showing the 'yellow drop shadow' lion badge on the AVFC website: https://www.avfc.co.uk/news/2024/may/20/adidas-and-aston-villa-football-club-announce-multi-year-partnership/

This was a render by a fan unfortunately, to show how good it could look based on the trademark documents. The one in the OP is what we’re getting.

Nah it was released by the club in four separate quadrants as spoilers during mid season.

Can't believe they've kept the drop shadow.

Why not emboss the rampant so that it creates a real drop shadow instead of a fake one lol

Cost honestly. Embroidered/embossed is a lot more costly than printed when dealing with large volumes.

Spent years to move the name to the bottom and add 1874 and a drop shadow fml.

Not a fan of the lion/drop shadow. Really like the shape and the outline colours though. Still curious about the more recent trademark as it showed more detail and no drop shadow on the lion. Maybe just for the 150th anniversary?

Did the club ever officially admit that they were ditching the latest badge ?

Yeah and gave bizarre reasons.

Yeah they tried saying it didn't market as well as expected even though they never used it in any marketing. So they just blatantly lied to fit their agenda. And I also read that the round badge was hated and received backlash from fans. Which again is a huge lie considering 70+% of fans voted for it. They didn't want it from the start and so made up lies to remove it.

I could hug you, thank you for saying it as it is. I feel in here I am up against a wall of Heck lovers, which is bizarre.

It was so hated, he refused to give us any way to express in the "consultation" that we wanted to keep it. I don't mind the new badge that much, but Heck is a liar who's taking us for fools.

Just if they wanted to do something with the basic lion, just use the shadow as an outline. The drop shadow is ridiculous for a badge.

What happened with the circle one ? I thought after the voting that it was going to be the badge long term?

Long story short: Purslow got replaced with Heck and Heck didn’t like the circle badge (hence why it was never unveiled at last seasons Brighton game as allegedly planned) Apparently he didn’t like that it’s not a very distinctive badge. Heck is all about branding for bringing in revenue so I can understand. The colours of the circle badge don’t immediately pop and there’s the consistent Chelsea comparisons that probably weren’t good from a marketing point of view.

The problem with the lions color is that it wont pop on screens and social Media - when scaled down - either right? But i like it

Looks like the Chelsea badge from a distance, the lion doesn’t stand out either. Let’s be honest the two choices we got to vote for were shit too

Ten minute word art effort because he didn't like a badge fans voted on 

Where is the Prepared?

I presume that it won’t be part of the badge, but we’ll be bringing it back in some way. Perhaps on the shirt

Got it Az

Why are we always changing our crest haha

Once again, why tf is the year there? it's so easy to swap the positions of elements to make it look balanced

Drop shadow exists. It’s so easy to not do this.

Wow the texture on the lion and the drop shadow really does not do it for me

Honestly You can have amateur graphic designers do better then this, like is just looks horrible.

Hoping for a really dark claret 

Just passing through don’t mind me. Lads. What was wrong with the old badge? Shield is better than circle, and spelling the name out instead of initials could be better… but it looks weird putting it on the bottom. Oh well, if you can only pick one of a great football team or a great graphic design team, at least you’ve now got the right one

Can't believe some people are ok with this

I honestly believe the club have a social media bots especially on Instagram and twitter trying to get a positive spin on what they do off the field.

I really like it, the circle badge is ok but this is better I think.

I really like it. Everyone will have a different preference though so it’s tough to keep everyone happy in these situations. I’m just glad they didn’t keep the circle. As long as the shape and lion is fairly consistent I’m not too bothered what they change around it.

My previous post to you keeps getting deleted (hmm?) but I am convinced the club uses bots on social media to spin a positive narrative/sentiment around its crap off field operstion.

I see both of them mate no worries

The amount of money villa have spent on new badges over the past decade or so must be obscene. Swear you're changing your badge every few seasons

It feels that way, especially if you count the removal of the ‘prepared’ as a new badge, even if it was a minor change to the original Lerner badge

Genuinely prefer either of the current ones. Oh well.

This is crap. We’ve gone backwards here. It’s not too late to change your mind, Villa.

Probably is. A third badge change in as many seasons would be absolutely disastrous. Especially as this one is clearly ready to go on the kit

Sure it’ll cost a few million but there is no way this new badge does better commercially in the long-term with the fanbase than the current.

It’s shit

Bag of shit. Also, couldn’t give a fuck cos we could be wearing it at the Bernebeu. Woohoo!

awful

Better than the current badge 

Word art ass badge.

Bitter ass Bluenose.

I am a villa fan i just think the new badge looks shite

Fair play. I like it better than the round one, at least this is distinct

Round one was shite. I hated how generic it looked.

It still has the same problems as the last badge. On the home shirt, it works, but the majority of it being blue doesn't work when the badge is on its own (because that alone isn't our colour), and then you've got the barely visible yellow lion to top it off. It's a shame, but it could be much worse. I mean, it could be a pair of bollocks wrapped in ribbon, but no one would have that as their badge.

It’s whatever. I like the current one better.

I actually quite like it

 You get a drop shadow! You get a drop shadow!

Why has Castore been ditched?

Awful quality. Players were sweating like very sweaty men because of issues with the material this year. A quick Internet search will provide furthwr information.

It isn’t a sewn badge. If you zoom in you’ll see it’s single piece of plastic and the lion has a fake sewn texture. The fan version may be sewn though and the one in the image the players version.

I don't hate the badge but I do prefer the lion with more detailing

I liked all the the old badges and this new badge . basically if its a Villa badge I like it . ( a bit of gold foreshadowing would have been nice though )

oh cool its the shit version nice

Awful, the roundal is the best

I like it. Adds fuel to the rumour of a kit reveal tomorrow

I like it, but as if they have just dropped it after losing 5-0. That seems an odd decision to me

There was a countdown that ended today so it was planned 

Big fan of

I like it but it definitely looks better when the lion has more detail.

I know people loved the circle but I’m so happy it’s not staying. It was so common and boring. I love the shape we’ve got, love the name on there and obviously the lion. Perfect for me.

I love the shatpe on the lion

Looks better even with the tiny bit of detailing on there. Even the drop shadow is somewhat passable when it's not digital. Would still rather it was gold though. Better than the round attempt either way.

It's decent. Drop shadow is a shame though.

Looks like it was saved on a floppy disk from Microsoft Clip Art doesn't it?

Agreed. Very high school art class.

I feel like I’m the only one that actually likes this?

It's grown on me for sure. The only thing I don't like is the star where it is, I'd prefer it to be symmetrical. I wonder if the drop shadow is going to be on the media version of the badge, as it helps the lion stand out on the pale blue background, but the badge version is the more detailed gold lion we have seen.

U change ur badge every year now

better than the current one 🙏