New Crest Consultation

[Coach]

I was at the session on Wednesday. I think some of you are missing a key aspect of everything.

They certainly haven't designed the crests already because their designs will be based on all of the feedback that they're getting from the online questionnaires and from the focus groups. They are going to massive lengths to tabulate everything. They will end up with cold hard statistical data, stating exactly what Evertonians want in the crest - eg : 35% want the tower 20% the wreaths, 18% the motto, etc. (those figures at random to illustrate my point).

An outside company is auditing everything - it's all going to be totally transparent and above board, the figures will be released. The EFC Shareholders Association have already confirmed with Kenyon Fraser that the design brief (based on the figures) will also be released publicly.

I wish people would stop saying really cynical stuff like 'they've designed them already' when a) they haven't; and b ) they've answered how they're doing everything.

This is a professional marketing and design company, run by an Evertonian who is charge of the whole project.

It doesn't take that long to design something according to a spec, as milkyonedesign has shown. There's no reason why they can't design something and have people voting on it in early October, which is the announced timescale.

That's where I disagree and I put this point earlier, the questionaire is not written in such a way as to facilitate that. It is written in such a way as to rank preferences - not to produce an indication of the strength of feeling associated with that ranking, i.e. top 4 all 100% important, bottom three 0% important. So there are two things wrong with this, first they choose what is to go into the ranking in the first place (things that they want but may not have even been chosen by the participants at all) and second they ensure that some of these preselections get attributed an importance which the respondee may not wish to give. To my mind the questionnaire is producing a warped picture.

 

[brettvirmalo]

Got it.

Apologies if this isn't what you meant mate, but milkyonedesign aren't designing the crest. The fella is just a fan like me and you, making suggestions.

He's been to one of the focus groups this week to show some of his ideas though, the boss of Kenyon Fraser told me.

Cheers, thanks for the clarification.

 

[brettvirmalo]

I agree 100%. I posted on a US-based Everton forum in total agreement (before I saw your comments and those of others who echoed similar feelings in this thread) - links removed...

"I think one place where the club has missed the point is that an entire new design program is the right thing to be shooting for, not just a new crest. Though not a fan of the design solution, I think Wolves got this point right - the eyes under the stairs is brilliant.
Wolves: designweek. co.uk/news/wolverhampton-wanderers-rolls-out-new-branding/3035527.article


and

"As surveys go - this is a bit sloppy. I guarantee a significant number of people will go through using 5 as "most important" and 1 as "least important".

Does anyone else feel like this is just pandering to the fans and the results will be more or less meaningless? Edit: Arrrrrrgh. This is so poorly executed my head is going to explode! I answered the first few then quit in frustration around 30% complete, but just in the first few questions...

The "rank 1-5" approach (vs. just a "rate this 1-5") is constricting for the user, forcing them to rank all items - user can't skip any, vote indifference, or rate two of them the the same.

The "pick your top three crests" options is just a lazy re-use of the image originally posted here, ignoring the fact that a number of these are NOT crests (instead the symbol used on the shirt for a few seasons), and this is far from a comprehensive set of crests used in the history of the club.

The set of questions about what you would like in a badge (NSNO vs full text, shield vs. circle, pick your tower, etc.) presents design options considered in a vacuum, as if you can build a badge (or communicate preference for one) via some sort of multiple-choice a-la-carte approach. I understand the intent, but fail to see how the resulting data would be useful in any way.

...perhaps I'm overreacting as a fiercely loyal blue who is also a creative professional with experience in surveys, branding, and marketing, but this whole saga has been sloppy from start to finish."

 

[BoysInBlue]

Well that is astonishing to me. Utterly astonishing.

You'd be surprised mate. I was with 11 people on Wednesday as part of my group, and the same majority opinion was espoused there as BirkenheadBlue said - the shield shape wasn't that important, it was what went into it that counted. To be honest, I agree with that too.

That's where I disagree and I put this point earlier, the questionaire is not written in such a way as to facilitate that. It is written in such a way as to rank preferences - not to produce an indication of the strength of feeling associated with that ranking, i.e. top 4 all 100% important, bottom three 0% important. So there are two things wrong with this, first they choose what is to go into the ranking in the first place (things that they want but may not have even been chosen by the participants at all) and second they ensure that some of these preselections get attributed an importance which the respondee may not wish to give. To my mind the questionnaire is producing a warped picture.

They used the rankings at the focus group. I don't think it warps things too much. They've got to find a way of working out what people want the most and value the most. Everything likely can't fit in the badge and some things may have to be left out, thus they need a way to work out what would have the least negative impact if it was left out.

Our group valued the tower, the wreaths and the motto the most. Most people weren't bothered about having 1878 on it, and the group was split on whether the Everton name should be on it. Funnily enough it was the younger ones who didn't want the name on it, whilst the older fellas did, for marketing persons. We had some fellas based down south in our group though, so maybe they're more aware of how we're viewed outside Merseyside.

The idea of having a 1st choice, 2nd choice, 3rd choice ballot is a valid method though. I think every method has pros and cons.

 

[BirkenheadBlue]

Well that is astonishing to me. Utterly astonishing.

In what sense?

 

[macst]

Apologies if already posted, but look at the crest on this page.
http://eplindex.com/40252/player-performance-analysis-gareth-barry-chelsea.html
Quite like that (without the "EPL" lion at the top, obviously).

 

[eigh]

Apologies if already posted, but look at the crest on this page.
http://eplindex.com/40252/player-performance-analysis-gareth-barry-chelsea.html
Quite like that (without the "EPL" lion at the top, obviously).

That is pretty bad to me. The new badge is better

 

[BoysInBlue]

Nil Satis Nisi Optimum will DEFINITELY be included in any new EFC badge, and will be included on all three design options put up for the vote next week, Kenyon Fraser have confirmed in a press release:

http://myevertonnews.com/nil-satis-nisi-optimum-will-be-included-on-new-everton-crest/?

Kenyon Fraser hails Evertonians passion as crest consultation ends

Independent brand consultancy Kenyon Fraser has praised Everton Football Club, its players and fans from across the world who have taken part in the consultation to develop the new club crest.

More than 20,000 people took part in the consultation exercise to help shape the new design of Everton’s club crest. The process has involved supporters being engaged across a number of platforms including online surveys, focus groups, telephone interviews and face-to-face meetings at club stores and at Goodison Park.

Fans have travelled from across the UK and as far afield as continental Europe specially to take part in focus group meetings.

Richard Kenyon, Chief Executive at Kenyon Fraser, said the process was vital to develop a crest that supporters believe accurately represents them, their club and their heritage.



“There are some key findings that will inform the creative development from this consultation phase,” he said. “Evertonians clearly want any new crest to respect key elements of the club’s tradition, while they understand the need for it to work well for the digital age and across range of brand applications.”

Among a number of key findings arising from the face-to-face research and online surveys was that the latin club motto Nil Satis Nisi Optimum needs to be included in the design options for the new crest.

“We will be taking the ‘Nil Satis Nisi Optimum’ message into the design stage of the process, as we develop a number of crest options,” said Richard. “These options will be presented to the fan community and will be subject to a vote.

Following the design phase, options for the new club crest will be unveiled on the club website on 23 September.

Alan Myers, Director of Communications at Everton FC, said: “We’re pleased that so many Evertonians have taken part in this crest consultation. To ensure the selection process is fair, we are using the Electoral Reform Services to review and verify the selection process, to ensure the vote is recognised as being conducted in the right way.”

Supporters who have a customer number from the club – based on ticket purchases or membership – will be allowed to vote on the designs at evertonfc.com/vote.

The design options vote will be open from 23 September to 1 October at 11.59pm. The final option will be unveiled on 3 October.

 

[Brennan]

Nil Satis Nisi Optimum will DEFINITELY be included in any new EFC badge, and will be included on all three design options put up for the vote next week, Kenyon Fraser have confirmed in a press release:

http://myevertonnews.com/nil-satis-nisi-optimum-will-be-included-on-new-everton-crest/?

That's not actually what he says though... Just says it needs to be included in the options, not that every option will feature it (that would be strange anyway, imo).

 

[BoysInBlue]

That's not actually what he says though... Just says it needs to be included in the options, not that every option will feature it (that would be strange anyway, imo).

Why would it be strange? The whole point of the consultation exercise was to work out what Everton fans wanted on the crest the most. There's only going to be 3 options, I doubt they'd waste an option (or 2) including stuff most people didn't want in the consultation voting.

The fact that Kenwright instructed Nil Satis Nisi Optimum to be placed under the new badge on the side of the Bullens Road stand shows how important it is. I'd be surprised if it wasn't on all 3 badges. The club know they made a massive mistake not including it on the current badge.

 

[Brennan]

Why would it be strange? The whole point of the consultation exercise was to work out what Everton fans wanted on the crest the most. There's only going to be 3 options, I doubt they'd waste an option (or 2) including stuff most people didn't want in the consultation voting.

The fact that Kenwright instructed Nil Satis Nisi Optimum to be placed under the new badge on the side of the Bullens Road stand shows how important it is. I'd be surprised if it wasn't on all 3 badges. The club know they made a massive mistake not including it on the current badge.

Who said that ? Thought they were talking about 5 or 6 originally.

 

[BoysInBlue]

Who said that ? Thought they were talking about 5 or 6 originally.

Could have sworn Alan Myers told me, but I can't find anything anywhere that says that written down, so I might be wrong. I went to the focus group at Goodison last week and the boss of Kenyon Fraser said there would only be a few designs to vote on.

I hope it's not 5 or 6. The more designs there are, the more split the fanbase will be.

3 designs, 4 tops, would be enough. They should have a pretty clear idea what the majority of people want, they've consulted 20,000 fans.

We need the winning design to have a decent sized majority percentage. I'd hate the fanbase to be split and the winner to be voted in with less than 50% of the vote.

 

[Rupert's Tower]

Can't wait to see the new designs on Monday, it's happened so quick which is a good thing really but commercially probably a silly thing cos the far east fakers will be quick enough knocking out shirts and gear with the new design on which some fans will be buying rather than buying stuff from the club

 

[MaineEvertonian]

I know the method of the surveys has been debated, but am I in the minority who is impressed the club are even asking for the fans' opinions. Obviously supporters are the lifeblood of a football team, but opening the floor to the general public and asking for input like this should be commended, in my opinion. The club easily could have said "no, we are going with the new badge because we believe it increases our international profile" or just re-designed without fan input. At least the club are trying to make amends.

 

[McBain]

Crest is one of those words if you say it heaps of times it loses all meaning.

Crest.