Chelsea will be showing off a new badge for their 120th anniversary year as part of their branding process of being 'London's true club'.
The Blues were founded in 1905 so next year will be the 120th anniversary of the west London club.
The newly designed emblem will not be replacing the current Chelsea badge, but will be used in various branding situations and to promote the anniversary.
The new badge has been produced as part of Chelsea's partnership with Uncommon Creative Studio, which begun over the summer.
A campaign called 'We burn blue' was launched in July, with the club branded as 'CFC LDN' in the hope of marketing Chelsea as 'London's true club'.
The anniversary badge is part of this marketing strategy, with 'LDN' underneath the traditional lion motif.
The Daily Mail report that: 'Supporters can expect to see it used in the coming months, along with other similar designs.'
At the kit launch over the summer, Nils Leonard, co-founder of Uncommon, said there was more to come in terms of marketing Chelsea's London base to the world.
'This thinking encapsulates the club and players sentiment ahead of the new season, as they bring a new energy and new fire to Stamford Bridge,' he said.
'This is only just the beginning - this is about partnering with the fans, players and club to create the brand Chelsea has always deserved, to bring the iconic London club to the world.'
Uncommon described the new kit as a 'new icon designed to show Chelsea as London's true club'. Adding: 'This new visual identity will continue to come to life across the club, stadium and players throughout the season. Stay tuned.'
'London's true club' is certainly a bold claim and one sure to be debated by the likes of Arsenal, Tottenham and West Ham.
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