Sunderland chief David Bruce admits club will consider a new badge

The Black Cats administrators will consider introducing a new club badge in the coming years,

but they insist that any changes will only be implemented with the fanbase’s permission.

Sunderland’s badge has changed several times over the last half-century,

representing the evolution of both the team and the surrounding area.

When Sunderland won the FA Cup final in 1973,

the players wore shirts with the letters SAFC and a badge, as is customary nowadays.

In 1977, the shirt’s emblem was altered to the club crest, which featured a shop,

the upper portion of the Sunderland coat of arms, a black cat, and a football in front of the club’s red-and-white stripes.

To commemorate the 1997 move from Roker Park to the Stadium of Light,

the present four-quartered club logo was established,

which includes the Penshaw Monument and the Wearmouth Bridge in addition to the traditional red-and-white stripes.

All three badge designs have followers and represent different periods in Sunderland’s history,

however it might be argued that none are irreplaceable.

As a result, David Bruce, the club’s chief commercial officer, is open to making another change.

Bruce has spoken extensively about the need to improve supporter connections,

but he is emphatic that any further changes will only be implemented after significant consultation.

“The badge is definitely on the radar for the next few years,” said Sunderland’s commercial director.

“We will engage in extensive interaction with the fans about everything we do.

“I believe we have three badges that accurately identify the football club.

Is it fully represented by a single badge? I don’t believe any badge for any club entirely captures the business or property,

but we do have three badges that speak to the football club in very different ways while yet creating wonderful experiences for fans.

“We’re really fortunate in this sense to be able to look at the 73 scriptures, the ship badge,

which obviously speaks to a tradition of being on the water and making ships,

as well as all of the other beautiful stuff that comes with it.

Then there’s the new identity, which is associated with a new period at the Stadium of Light,

all of Sir Bob’s (Murray’s) efforts, and is particularly appealing to a younger fan base. That’s all they’ve known.

“We have three fantastic emblems and identities that represent various things to different people.

What does this signify for the future, and should we consider a new identity?

We’ll have that conversation and look into it because maybe there’s something out there that better represents where the clubsits.

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