AFC Totton to refresh badge after supporter vote with new design by Clare Murphy of Clare Murphy Creative (CMC)

FOLLOWING a fan vote taken towards the end of last season, AFC Totton have launched a refreshed version of their existing club badge ahead of the 2024/25 campaign.

The work of Southampton-based freelance graphic designer Clare Murphy of Clare Murphy Creative (CMC), the new design of the club’s motif retains the same core elements as the one that fans overwhelmingly voted to keep when presented with four alternatives.

Despite the online poll outcome, the original badge posed problems when printing on various substrates, like fabrics and plastics, hence the need for a redesign.

The new version features several significant changes. The silver-grey shield and the football at the top of the graphic are now bordered by cleaner, sharper lines, while the background area within the shield retains the two-tone blue stripes in the team’s home colours.

The most significant change is in the representation of the stag, which acts as a mascot and provides the nickname of the 138-year-old New Forest-based football club. It is now depicted in much finer detail, looking ahead in a three-quarter profile, displaying a leaner but more distinct pair of antlers.

“We’ve had some strange discussions at the club over the years, trying to determine what exact breed of stag was featured in the old design,” explained AFC Totton CEO Steve Brookwell.

“Some thought it might be an American breed of deer, while others suggested it could have been a composite image taken from two or more different animals.

“I’m also led to believe that if you search online for illustrations of stags from commercial image libraries – which the previous designer may have done – many of the results are actually of reindeer rather than deer.

“While taking this opportunity to address those issues, we have also changed the stag at the heart of the design to more closely resemble the red deer that inhabits the New Forest area.

“But in essence, we have listened to the fans and kept the overall design as it was while still finding ways to improve upon it – and I’m sure the fans will agree that Clare Murphy has done a fantastic job that will proudly represent the club for many years to come.”