WORCESTER City have revealed their brand new badge in preparation for the club's 120th anniversary next year.

The new design, in collaboration with Worcester-based creative agency Sauce Creative, aims to represent the football club as one that is 'forward thinking and innovative' whilst also sticking to their historic routes.

The new badge will be phased into use in a transition that will be completed by the summer of next year.

Worcester News: The new Worcester City badge explained.The new Worcester City badge explained.

It will be implemented in all digital forms immediately followed in due course by a new merchandise line, on new physical items produced by the football club such as season tickets and on any physical signage at Claines Lane. It will also feature on new playing kits for the 2022/23 season.

On revealing the new badge, Chairman Steve Goode said “We are really pleased with what has been produced to be the football club’s new identity.

"We have been working on this quietly in the background now for almost a year, so it’s fantastic to finally show it to the City Faithful.

"It not only signals Worcester City as a professionally-run, modern outfit on the pitch, but also positions us off the pitch as an attractive brand that companies and organisations can partner and work with.

"Sauce Creative have worked tirelessly with us to strike a balance between preserving the tradition of the former club badge whilst modernising it. We are very pleased with the outcome.”

Director Luke Cox added “Owed to the intricacies of the badge used by the club to date, it’s become increasingly difficult to replicate it accurately across all mediums.

"Because of this, and with the club’s 120th anniversary next year, we felt it was time to move Worcester City forward with a new badge to represent us.

"We consulted a broad cross section of City supporters to take their views and feedback on the design into consideration to ensure supporters were involved in the process.

"All supporters who were approached to take part in the consultation were very positive about the new badge and the football club thanks them for their time and contributions.

"We sincerely hope all supporters can appreciate why we feel the time for change is now and will embrace the badge with pride”.

Sauce Creative Communications is a Worcester-based branding and design consultancy specialising in creative solutions for business.

Formed in 2012, Sauce Creative has worked with a wide range of local, national and international clients across many sectors including professional services, retail, leisure and entertainment.