On Thursday, iconic English Premier League club Chelsea trademarked a new emblem for the club's 120th anniversary.
The new trademarked emblem indicates that Chelsea is "London’s true club."
Despite the expected protests of the fans of clubs like Arsenal, Tottenham, West Ham and other London-based clubs, Chelsea are intending to celebrate such achievement and new emblem in March.
The Premier League side hired Uncommon Creative Studio to establish "new visual identity," including updating their logo.
The UK Intellectual Property Office published in its journal in August the registration of Chelsea's new logo and other trademarked emblems, leaving only two months for other parties to oppose the trademark.
This means that the logo is in line to be officially registered as owned by Chelsea Football Club Limited for the next 10 years at least.
The new logo and other trademarked objects could be featured to football shirts, scarves, headgear and more in 2025.
The Blues also applied to trademark ‘Chels’ and ‘The Chels’, but confirmation of that registration is not due for another month.
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