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00:00We've, I guess, come up with four key elements. They're not, sorry, five now, key elements.
00:05They're not the only reasons we're doing it, but they are the primary reasons.
00:09Firstly, it's about functionality. It's about us understanding that the crest that we've got at the moment,
00:14in various different formats, doesn't work for us logistically, you know.
00:22If you look at that crest now, it was primarily created because Adidas couldn't print the old crest.
00:29We now, we have multiple challenges from a retail point of view in terms of creating products using that crest.
00:35If you look critically at the way the crest is printed around this ground,
00:39you'll see that the colours are different in different places, so different greys, different blues,
00:44in different ways in which the different designers and different printers have cut it out as well.
00:49It's different because it's incredibly detailed by comparison to what we call modern day crests
00:55and even crests that exist that were created maybe 10 years ago, like Chelsea's badge, for instance.
01:00And digitally, we have massive challenges with being recognised.
01:04I think, actually, we have challenges with the current badge, both logistically and from a retail point of view.
01:13The other one is that, and I think the most important one, is that we want to create a crest,
01:20but also a suite of identities that tell a story in a kind of passionate way, a coherent way, an exciting way.
01:27I'm not sure we've achieved that yet with the existing crest.
01:31The existing crest is obviously based around the city coat of arms.
01:35It's not unique to us. It doesn't tell our story.
01:38It tells the story of Peterborough, and that's really important, just to be very clear.
01:41We're not trying to distance ourselves from the city or the community,
01:45but we want to be our own entity within that community as well.
01:49We have a number of sub-brands, so things like Posh Plus, things like Posh Rewards.
01:54Some of these you guys will be aware of, some of them you might not.
01:57Junior Posh, Peterborough, they've all been created at different times by different designers
02:03in different formats and different styles with different motivations, I would argue.
02:08And what we want to do, and part of this project which hasn't necessarily been communicated yet,
02:13is that we will be creating all of those brands as well.
02:15So Posh Plus will have a rebrand, Posh Rewards will have a rebrand,
02:19and they will all be part of that suite that you're creating.
02:23They will all have a kind of coherent, cohesive way in which they will be presented.