"What people have to realise is the cost of production of the current badge which is a lot more expensive because of the use of four colours. "We also wanted to take into account our copyright protection which we do not have with the existing crest in all areas.
"With a new badge we will have full copyright protection which will stop people re-producing our badge on items. "A lot of other clubs like Chelsea, Bolton and Fulham are doing it and you will find more and more following suit. The badge changed in 1962 (1972 Actually.ed) and it is time to do it again.
"We have retained the elephant, which is a key symbol of the club. Nothing lasts forever."