So basically, the current crest?

Unless their parents say "you're not having anything with that logo on" kids will all still want the kit for xmas. They don't care what crest or kit we have in the main. Are they the target audience?

The big test will be what the happy clappers do. What will those who buy a wigan pooper scooper and wigan branded poo bags do?

Yes but in the current format just to see it modernised. Like your avatar but with the lions and king and that section slightly bigger.

The badge has been designed to attract the younger generation, but the designer has put in the middle, a image of a old and sick looking Viking.

Perhaps a image of Mighty Max would been more appropriate!

The whole 'attract a younger generation' thing is tosh aswell, you accept the existing badge and grow to love it. I remember going home from Central Park as a kid and seeing the Wigan badge on a substation just past the police station heading towards Poolstock Lane. I grew up doodling that badge in the back of my school books.

For me, there is far too much change and change for change sake. We need a cherry and white hooped shirt every season, with little change, maybe add piping, or add a black collar, make the hoops 5mm wider, then the next year 5mm narrower and thats it. Experiment with the away shirt only, every 5 years and each other time have the same shirt as the home but blue instead of cherry.

Keep the badge but modernise it slightly.

The lions are too intricate. That's the issue with the current logo.

As you know i did some retro shirts, just over 10 years ago now, and the main issues with them were the detail in the logo. I thought at the time it was a little dated, particularly compared with the other teams in SL. The reasons for the change make absolute sense. I totally get the reasoning behind it. Digital media is the future., Apps on phones, social media.. Everything is online. the print industry is dying. Look at the wigan logo on a phone screen when it's small. It just turns to a blur of gold and red. The logo needs to be basic and work as a single colour or 2 colour block. Look at all the most successful brands in the world. Apple, Levis, Facebook, Adidas, Nike, Toyota, Pornhub, Starbucks... Even sports clubs like Man Utd, Barcelona, NBA, NFL... They're all simple and easily identifiable from a distance. Stick the current wigan crest on a photograph of a crowd scene and you'll lose it. Stick the new one on the same pic and it stands out. It can be reproduced in the 2 colour red and white or just done in white, red, black, green, blue.. It works.

I will add that I think a nod to the current logo would have been a good idea, whether that's the castle or the knights head, but I don't know how that would work with the warrior brand.

Great post and explanation. On the Facebook, Wigan Warriors Supporters Forum, a guy called Matt Baines has designed home and away shirts plus a new ‘logo style’ badge. The badge incorporates the two lions, a crown, the castle on a shield with the words Ancient & Loyal. Wigan Warriors is written underneath. Very impressive the designs are too. The only change I would make to the badge, would be to include 1872 as well.

The kits are the now usual darker shade of cherry with five thin white hoops and white trim on collar and cuffs. The away shirt is a direct opposite, being mainly white but with five thin cherry hoops and cherry trim on collar and cuffs. They must have been knocked up within an hour or so of the new stuff being leaked. The kits look ace and I would buy them without hesitation. I’ve tried to copy and paste them but it doesn’t seem to work.

I love our long standing club crest but I think Pemps is right and for the reasons he highlights. Folk of a certain age (me included) tend to resist change but I feel once folk see the lads wearing the new badge on the new kits and merchandise, it will grow.

You get rid of the warrior brand. It's a failed name which is not loved and not required when the place name tells you everything you need to know about the town, the club and what sport it is playing.

Not many, hopefully, are seriously suggesting there was no need for a badge update for all the reasons you state. But they've focussed on totally the wrong thing - the identity of the club is not the Warriors part, let's be honest nobody cares about that. The club is famous for being Wigan and Wigan is famous for Rugby League.

I've seen it, and it doesn't work. The Ancient & Loyal is too small and the lions are to intricate. whoever designed that hasn't listened to the brief at all.

I'm not a fan of the home kit but the away one looks decent, if a little like a retro Manly kit.

With regards to the new kit that we've seen sneak previews of... Swap the black and red around and it makes a great away kit.

I'm not a huge fan of the warriors name, but I'm nearly 50. I suppose I'm not that d to kick up a fuss about it either. I have far better things to worry about. My god son is 14 and refers to us as the Warriors. Kids loved Max the warrior. It's here to stay.

On the same page I've posted pics of Boston and Ashton in kits with no badge at all.
I can understand people not liking the new badge but it's not as if 150 years of tradition has been trampled on.

Can you put a picture of said badge and kits please?

I do understand that the embroidery would be difficult on a shirt, Ive had badges warp after months/years of washing but also on some of the kits when they were iron on badges they peeled off. There must a happy medium, we don't need to throw the baby out with the bath water.

Also Pemps, you are a clever bloke who gets what they want and also good at design. I'm almost certain you could come up with 5 designs for a badge that would be better and we could poll on? (Hint hint, wink wink).

*cough*Pirtek*cough*

Could we not make something similar to the GB crest which was almost like a rubber transfer. Stands out a mile.