Chelsea trademark new emblem as they claim they’re ‘London’s true club’ – but it won’t replace their badge

CHELSEA person trademarked a caller crest and person staked their assertion arsenic "London's existent club".

The new badge, which volition NOT regenerate the existent one, features the iconic bluish lion supra the letters "LDN".

The emblem has been released to observe the Blues' 120th day successful March.

Reports from the Daily Mail assertion the logo volition beryllium seen connected nine branding successful the coming months.

Designers Uncommon Creative Studio called it a "new icon designed to amusement Chelsea arsenic London's existent club."

They added: "This caller ocular individuality volition proceed to travel to beingness crossed the club, stadium and players passim the season. Stay tuned."

Chelsea applied to trademark the crest backmost successful August, with different parties fixed 2 months to reason the ruling.

But nary of their superior rivals similar Tottenham, Arsenal oregon West Ham objected - contempt the Hammers having the connection "London" connected their badge already.

The emblem is present registered to Chelsea for astatine slightest the adjacent 10 years.

Fans were divided connected the design, with 1 saying: "It's beautiful."

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Another added: "I anticipation they don’t usage LDN underneath, usage CFC."

A 3rd commented: "I'm each for the Lion crest. It's cleanable and modern but the 'LDN' underneath it feels precise franchisey."

Meanwhile, the nine has besides applied to trademark the words "Chels" and "The Chels".

A determination from the UK Intellectual Property Office connected those is owed adjacent month.