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Blue Dog gives Chelsea FC fresh identity for new era

LONDON - Chelsea Football Club has unveiled a new official logo created by design agency Blue Dog Design, which the club says will take it into its new era.

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Chelsea FC celebrates its 100th anniversary next year, and Blue Dog has also designed a centenary version of the badge for the club to mark its centenary season (2005-2006).

Peter Kenyon, chief executive of Chelsea FC, said: "We are incredibly proud of Chelsea's heritage but as the club embarks on a new era, it is appropriate that we have a new identity."

The new badge was inspired by Chelsea's 1954/1955 badge, worn during the club's Championship-winning season.

Chelsea is planning a number of initiatives for next year to mark its 100th anniversary. The club is launching a global membership scheme in the spring, which will offer fans merchandise and content including a magazine. The move by the football club is an attempt to build it into a global brand.

Sports clothing brand Umbro is also planning a PR onslaught to push the club's anniversary and its dedicated centenary kit.

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