 This is Bradford City. Our Bradford City. A proud Yorkshire City. With a proud Yorkshire football club. Over the years many Bantams have worn the Bradford City badge. No iconic colours. But with our current badge being designed over 30 years ago. The time has come to reimagine our visual identity. For just as we fight to be the best on the pitch. We strive to be the best off the pitch. In the winter of 2021 we surveyed our fans. Asking for your thoughts on our current identity. 98.1% of fans said the Bantam most represents the football club. With 85% of fans saying that our iconic shield shape should remain. And 74% of fans said the banner on the bottom of the crest should be removed. Additionally we invited fans who responded to the survey to take part in listening sessions. To further influence the club's new identity. Many fans telling us that they want a new identity that is strong. Powerful. Unique. Traditional. And respectful of the Bradford City history. We listened and now we will deliver. Introducing the new identity of Bradford City AFC. Our new crest draws inspiration from previous designs. Our iconic shield remains. Framing the design with a shape that is unique to Bradford City. Our club's initials BCAFC, seen on many identities from the past, takes inspiration from previous designs. With our association football club lifting up the city. Our Bantam, our club's nickname and main visual icon has a stronger more determined look. It faces forward, tall and proud. And just like the team on the pitch, it's ready to compete. Above the crest is our star. Our star reminds us of the famous FA Cup win of 1911. And finally our iconic colours, our beautiful Claret and Amber. Known throughout the land as Bradford City colours. And here the two iconic colours take centre stage on the new identity. We are Bradford City AFC. With courage and pride, we fight to be the best. Claret and Amber and a Bantam on our chest.