EPL side Aston Villa "made alterations to the club’s badge and will soon complete an expensive re-brand which is expected to cost millions," according to Gregg Evans of the BIRMINGHAM MAIL. The word "prepared" has been ditched from the crest while the rampant lion "will have claws once again following the previous change back in 2007."
CCO Charlie Wijeratna "ploughed forward with the plans despite the obvious need to reduce costs as Villa crash into the Championship." It is thought that "the new-look design has been submitted to feature on next season’s kit, manufactured by high-profile American supplier Under Armour."
An insider said, "It will cost millions to complete at a time when the club has just lost out on next year’s huge television deal by dropping out of the Premier League." The overall cost is expected to be around £2M ($2.8M). Design specialists SomeOne has "been hired to help lead the re-brand."
Wijeratna "worked with the London-based company at former club Tottenham when he carried out an overhaul of the club’s brand and visual identity back in 2011" (BIRMINGHAM MAIL, 4/5).
