The company responsible for Atletico Madrid's new badge have defended their changes and have argued that it marks a step forward in the club's history.
Vasava Creative Studio were responsible for the changes, a studio based in Barcelona that was founded in 1997, and their creative director Bruno Selles remarks that the club needed to signify their success.
"The key change is a quest to simplify forms and synthesis," Selles said in an interview with EFE.
"It is a badge that had not been changed since 1947 and the team has grown since then, reaching new heights of popularity and achievement.
"What was not logical was that the badge had not evolved and was not synchronised with these current successes."
With seven colours on the previous badge, that number has been reduced to three on the new crest in an attempt to make it more flexible and easier to play with.
Despite working in Barcelona, Selles is from Madrid's Carabanchel district and comes from an Atletico household, making this project all the more personal.
"[The criticism] is absolutely understandable; the badge of a football team is a very strong symbol that is loved by the fans and has strong emotional bonds to those supporters," Selles continued.
The project had been a secret and thus only 10 people worked on the redesign for one year, and opinions were taken from head coaches from past and present, current and former players, along with club historians, until the announcement this week which coincided with the name of the new stadium, the Wanda Metropolitano.
"It is a good time to do so [announcing the badge] because big changes have to match milestones in time," Selles followed on.
"Going to a new stadium is a new stage and it is good that the updated badge can match the change [that is coming] with the new Metropolitano."
The new badge is the first step in a line of graphic changes at the club as Atletico look to improve the corporate identity of the club, and the new crest will be launched in the new arena, along with being prominent on digital media, print media, official products, and anything related to the club.
Despite the change coming in December 2016, the badge will not be emblazoned on the kit until the 2017/18 campaign.
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