Tuesday May 5, 2015


Alfreton Town Football Club’s brand new future begins with its past.

A new official ATFC badge has been launched by the club and features strong images that pay tribute to the deep character of Alfreton and the town's founder.

The centrepiece features a striking image of King Alfred the Great, the town’s builder and namesake.

Early versions of the ATFC badge featured images of King Alfred and it is with great pride the new modern look reintroduces King Alfred as the focal point of the badge.

“Development of the club's badge has been an ongoing exercise for as long as I have been at the helm of the club and indeed for many decades prior to that” Alfreton Town FC chairman Wayne Bradley said.

“It is a natural evolution. However, aspects of historical importance to the club have unintentionally been erased from the badge and as such the great history of the club has been in danger of being lost to computerised graphic interpretations over recent years.

“As the club shapes an exciting new future it is important that it remembers it's past. The decision to capture the history of the town in it's new badge may appear different, but for me the retro feel of the steep history of both the area and club are perfect for the club's future” ended Bradley.

American-based graphic design artist Christopher Payne designed the new badge based on his love of the club and town where he grew up.Payne researched King Alfred and found he was known for his distinctive crown.

In order to give the badge a standout look, a stylised version of the crown tops the badge to add a unique and recognisable image.The addition of the digits 1959 honours the founding year of the club and is a common staple in English badges at all levels.

The modern badge marks a step towards the growth of the club’s efforts to grow the ATFC brand while maintaining it's community pride according to American investor Michael Hitchcock.

“The future of Alfreton Town Football Club is extremely bright” Hitchcock said.“The club is committed to our local community with plans to expand the brand nationally and globally."We feel this new badge pays respect to the history of the club and great town of Alfreton with an eye to the future and the great potential ATFC has locally, nationally and internationally.”

The next step in Alfreton Town Football Club’s evolution will be the selection of the 2015-16 UN1TUS kit by the club's supporters.
Details surrounding the voting process will be announced later this week.

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