Chelsea make subtle badge change guaranteed to wind up Arsenal and Tottenham fans

Chelsea have fired shots at their London rivals with a subtle badge change that will infuriate fans across the capital city.

The rivalry between each of the Premier League clubs in London are some of the fiercest in the country with the derbies some of the most exciting matches of the season.

With seven of the 20 teams in the 2024/25 Premier League all playing out of London, there is often debates over who is the best team from the capital city.

But now, Chelsea have aimed a dig at their local rivals through a controversial change to their official badge which will no doubt infuriate Tottenham Hotspur and Arsenal fans.

In March next year, Chelsea will celebrate their 120th anniversary, a huge milestone which they plan to commemorate with a brand new emblem.

According to The Daily Mail, designers of the new badge have described how it the purpose of the celebration is to symbolise Chelsea's status as "London's true club".

With that in mind, the club's board hired London-based advertising agency Uncommon Creative Studio to create the new logo which sees their famous blue lion positioned above the letters "LDN".

Chelsea will display a new badge for their 120th anniversary celebrations. (Image: Chelsea FC/ The Daily Mail)

The new badge will not replace the current badge, with club insiders insisting that this would never be done without consulting fans, and will only be used as part of the branding for the 120th anniversary celebrations.

Chelsea submitted their application to register the new badge to the UK Intellectual Property Office in August, giving any other third parties two months to oppose the design.

However, the report claims that no objections were raised during this time, by Chelsea's local Premier League rivals or any other party.

Describing the new badge on social media platform X, Uncommon Creative Studios wrote: "A new icon designed to show Chelsea FC as London’s true club. This new visual identity will continue to come to life across the club, stadium & players throughout the season."

Chelsea supporters can expect to see the new badge displayed across football shirts, scarves, headgear and other forms of merchandise in the coming months leading up to the anniversary.