In football, we love to obsess over every detail.
Yet somehow its gone completely unnoticed that the original Latin mottos of our biggest football clubs are quietly being erased from badges.
For issue two of GAFFER Magazine, I pitched the idea for an article that highlights this deletion of history and reimagines Latin mottos for the 21st century.
I wrote an article that explored this friction between future global appeal and club history. Creative Directing the project, I collaborated with modern typographic artist, Toby Triumph, to bring them to life, cementing their place for the next generation of football fans.
Borussia Dortmund
Echte Liebe
“True Love”
Juventus F.C.
Fino Alla Fine
“Until The End”
Elgin City F.C.
Sic Itur Astra
"Thus We Reach The Stars"
Gillingham F. C.
Domus Clam Atium
“The Home of Shouting Men”
Sheffield Wednesday F.C.
Consilo et Animis
By Wisdom and Courage
MOTTOS. THE HEART AND SOUL OF A CLUB.
In a game where we analyse and obsess over every beautiful detail, Latin mottos are one of those niche curiosities that have been somehow left behind.
These mottos are the very foundation of why a club was born, distilled into just a few careful words by our footballing forefathers. Yet, these first spoken words are slowly being silenced.
In 2002 Arsenal removed the Latin expression from their badge; ‘Victoria Concordia Crescit’ (Victory grows through togetherness)
In 2006, Tottenham rid the Latin motto from their crest; ‘Audere Est Facere’ (To dare is to do)
And in 2013, Everton removed their club motto from their badge after 75 years adorning the chest of everyone from Tony Cottee to Duncan Ferguson; ‘Nil Satis Nisi Optimum’, (Nothing but the best is good enough)
Although most of these changes went largely under the radar, you’ve got to love the Evertonians for taking action. Some 23,000 Everton fans signed an online petition to reinstate the Latin motto. Following consultation with supporters, an Everton spokesman said; “It was clear the majority of the fans wanted the tower and ‘Nil Satis Nisi Optimum’ on the crest.”
In an attempted explanation for the change on their website, the club stated: “On television, on websites, on mobile devices, the crest was far too often badly reproduced. Our team carries a responsibility to maintain a refreshed and relevant identity for the club. We recognised the need to do this with diligence and sensitivity – with one eye on the past but also one eye on the future.”
All of which raises an interesting debate on the importance of history, versus the need to adapt for the future.
Read through the Arsenal, Tottenham and Everton fan blogs and most cite these changes as a symbolic fuckery of everything that is wrong with modern football. History, purpose and meaning being replaced by plastic badges that can be more easily mass manufactured and marketed across emerging football markets. (Here’s looking at you West Ham United “London”)
Behind closed doors, you can imagine the modern marketeers trying to rehash their Latin expressions for Gen Z. Perhaps Man City should swap out “Superbia in Proelio” (Pride in Battle) for something more relevant, like “Pecunia Merces Victoria” aka “Money Buys Success”.
We can’t really blame these clubs for looking to expand their revenues and grow their brands…but surely these mottos are the heart and soul of what the club represents? Even in a pure marketing sense, removing them is akin to Nike pissing away ‘Just Do It’.
In a counter move to the recent removal of mottos, David Beckham’s new club, Inter Miami, have actually formed a Latin expression; ‘Libertas, Unitas, Fortuna' (Freedom, Unity, Good Fortune) Whilst Inter Miami are craving foundations and history, others can’t get rid of theirs quickly enough.
Whilst Latin mottos slowly slip away from the iconic badges that are so proudly worn on our chests, we think there’s a moment to reflect on a lesson for all of us. Because no matter who we are or where we’re heading, we should all be proud of where we come from.