Chelsea have trademarked new emblem for their 120th anniversary

Chelsea have trademarked a new emblem ahead of their 120th anniversary with its designers describing how it is intended to symbolise their status as ‘London’s true club’.

While supporters of Arsenal, Tottenham, West Ham and their other capital counterparts may challenge that claim, Chelsea are making plans to mark their upcoming milestone in March.

The Premier League side hired Uncommon Creative Studio to come up with a ‘new visual identity’, including creating the logo which sees their blue lion positioned above the letters ‘LDN’.

Insiders insist this emblem has not been created with changing their current badge in mind, adding they would never do that without first consulting fans. Instead, it will be leaned upon in branding as the club prepares to celebrate turning 120.

Their application with the UK Intellectual Property Office was published in the department’s journal in August, leaving third parties with two months to oppose the trademark. It is understood no such objections were raised in that period, including by their Premier League rivals in London.

It means the logo is in line to be officially registered as owned by Chelsea Football Club Limited for the next 10 years at least. Class 25 was included in the application which covers football shirts, scarves, headgear and more. Supporters can expect to see it used in the coming months, along with other similar designs.

At the same time, the Blues have also applied to trademark ‘Chels’ and ‘The Chels’, but confirmation of that registration is not due for another month.

When Chelsea launched their latest home shirt, campaigns carried the letting ‘CFC LDN’. Uncommon described it as a ‘new icon designed to show Chelsea as London’s true club’, advertising it as such on their social media pages. They added: ‘This new visual identity will continue to come to life across the club, stadium and players throughout the season. Stay tuned.’

Meanwhile, negotiations are still ongoing over a shirt sponsor with Chelsea having played all of their Premier League games this season without one.