I've said before that from a marketing / merchandising point of view, our current badge is a pain in arse due to the colours involved. A move to a simple Liverbird and club name design makes so much more sense.
To be honest, the amount of money we spend on replica kits, more than covers the cost already, to make a simplified badge or "cheaper" badge would only make more profit for addidas/warrior whoever.
The badge, family crest is the way it is because of our history, all the glory and the rest.
I personally dont like the idea of a badge change, but its not my desision....sadly
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