Brentford players will sport a new crest on their shirts next season.
The club believe a cleaner Bee image is the way forward to present a more digital friendly design.
Chief executive Mark Devlin thinks the new crest, loosely based on 1972-75 and the 1960s Brentford Supporters Club badge, has more going for it than the current offering.
“It's always an emotive subject when a club decides to change something as important as its crest but part of our club's philosophy has always been about moving with the times and improving as we go,” he said.
“Myself, the Board and the senior leadership team at the club believe that's exactly what the change in the crest does. It's simple, it's iconic and it immediately tells the world who we are without even the need for words.
“Like everything we do at Brentford, this isn't change for change's sake, there is always a reason behind it and that reason is to give the club a clearer and more recognisable crest that will help us grow off the field.
“We all recognise the old crest wasn't really fit for purpose in a digital age where impact has to be instant and that's part of the reason we've changed.
“This is not revolution, it's part of the Club's evolution.
"In the next few years, we will be taking huge strides with the move to a new stadium and the change of crest to a simpler, more striking image is part of that progress.”
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