CFC LDN: Why Chelsea are leaning on their London heritage with new branding
There is a good chance that UK-based football supporters know Chelsea is an area of London, so CFC LDN isn’t targeted at them ...
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Revealed: The new Chelsea emblem which the Blues have trademarked ahead of their 120th anniversary next year as they claim to be 'London's true club'
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'.