After winning the EFL Championship title and attracting investment from retired American football star J.J. Watt and his wife Kealia, English side Burnley FC have updated their crest ahead of their return to the Premier League.
The new crest has been quietly rolled out over the offseason, and is being used on the club website, the Premier League website and Burnley’s Facebook and Twitter profiles.
It heavily features claret, the deep purplish-red shade that Burnley — along with other English clubs like West Ham and Aston Villa — pairs with light blue. The new crest retains all the elements of the previous one, but renders them in white on a claret shield, doing away with black, yellow, gold and light blue inside the shield.
Burnley used one-color versions of the crest on training and pre-match gear this past year, as well as a version with only claret and blue on their 2022-23 away kit. This is the first time the one-color version has been the club’s primary crest.
Burnley’s crest is based on the Town of Burnley’s coat of arms, with the stork at the top holding a Lacy knot representing two prominent families in the area: the Starkies and the de Lacys. The stork stands on a hill with cotton plants, representing the importance of cotton growing to the area. The bees refer to the work ethic of people in the area, while the lion represents loyalty. The chevron represents the River Brun, which runs through Burnley.
Burnley FC begin their 2023-24 Premier League campaign — their first since 2021-22 — on Friday, August 11, when they host defending champions Manchester City.
Related stories:
Devil’s in the Details for Manchester United Third Kit – Plus More from England, Germany and Spain 
Manchester Clubs Headline Slew of European Kit Unveilings 
Inter Milan Blur the Lines with 23-24 Home Kit – Plus More From Europe’s Top Leagues 
Sheffield United Celebrate Promotion to Premier League With Limited Edition Shirt 
Roundel Beats Out Gas Lamp in Aston Villa Crest Vote 
Aston Villa Narrows New Crest Options Down to Two; Fan Votes to Determine Winner 
Borussia Dortmund Tips Cap to Club’s ‘Hidden Heroes’ with 2022-23 Third Kit — Plus Other Unveilings from Around Europe 
Clubs from Spain, Germany and England Unveil New Kits Ahead of 2022-23 Season